Sustena Group Logo
Article Summary

Build a Culture to Match Your Brand

Building a succinct brand/culture connection for your organization can be difficult, but the most successful brands match their internal organizational goals with their external brand identities. What this means in the context of brand building is that you first must clearly define your brand identity in order to match your cultural core values to that identity. By pairing your external identity with your internal values, you ensure that “your employees are more likely to make decisions and take actions that deliver on your brand promise.” (Yohn, 2019)

In her article Build a Culture to Match Your Brand”, Denise Lee Yohn simplifies the brand identity process by identifying what she believes to be the nine brand types. She then goes on to identify certain core values that correspond with the higher-level brand types. Which of the nine company brand types does your organization fall under?

Read more here to find out.

Share this
Share on Twitter Share on Facebook Share on LinkedIn


Original Content

Brand Strength - Its Effect on PE Deal Sourcing

According to , the average private equity firm evaluates 80 opportunities before investing in one. This means that your brand needs to stand out amongst 79 competitors to s…

Original Content

Press Pause on your Public Image

How much time do you spend thinking about the brands you interact with on a daily basis? All of these brands possess a quality or strength that draws you to th…

Original Content

The Power of Branding During Slow Times

A slow business cycle does not have to mean an unproductive one. It is in slow times that the best companies focus attention internally to evaluate and strengt…