Retail Observer

RETAILOBSERVER.COM JANUARY 2023 46 Steven Morris On Brand I n a recent conversation with an executive leadership team, the CEO asked, "I understand why working out our brand and culture is vital, but how does it all fit together? In other words, how do we connect our marketing, HR, recruitment, customer service and revenue streams?" The CEO's question isn't a new one. It gives voice to something that more and more businesses are wondering: What connects your brand and culture – and why does it matter? HERE'S THE SIMPLE VERSION OF MY ANSWER. • Your brand defines what you believe; your culture lives those beliefs. • Your brand creates interest; your culture creates trust. • Your brand shapes your stories; your culture makes them believable. • Your brand makes promises that create expectations; your culture delivers on them. • Your brand invites and engages customers; your culture serves and cares for them. • Your brand carves out your market position; your culture secures it. • Your brand attracts the right customers; your culture builds loyalty. After you understand what connects a brand with culture, the next question is: How do we make that happen? That's more complex to answer. I have a framework for integration and a map for how it all (brand, culture, business strategy) fits that I share with my clients. This infographic is the simple version. If you want to know the details of how it works together and my framework for integration, let's talk. Regardless, the fusions stated above will give you some understanding of what's at stake with your brand-culture integration. Because your brand is everything your company does, it's too important to be left to an agency or a marketing team alone. • Your culture is too important to be separate from your brand. • Your people – both employees and team members – are too important. • Your business is too important to operate in parts and pieces. • Your brand and culture, together with your business strategy, drive results. When your business operates as an integrated whole, its people, parts and pieces align together as a single system. Integration breaks down silos, minimizes confusion, aligns various team functions and brings your employees closer to your customers. Your business impact comes from the fusion of your brand and culture working in synergy. Your people know this, your customers demand this and your future depends on how well you achieve and maintain operational integrity. The executive team I mentioned above leads a 2,200-employee organization in an industry that has been hammered by the pandemic, affected by healthcare upheaval, and is one of the most innovative businesses in their space. Now 90 years in business, they are living into a vision for an evolved and integrated future. I'd bet on them to further out-pace comparable companies. After all, as I say in my recent book "The Beautiful Business," there's nothing more powerful than a united group of souls ignited in a common cause with love at the core. THE IMPACT OF BRAND-CULTURE SYNERGY Steven Morris is a brand, culture and leadership advisor, author, and speaker. Over his 25+ years in business he's worked with 3,000+ business leaders at 250+ global and regional companies. Discover: https://matterco.co RO

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