Representing Diversity Authentically in Your Brand

Keeping the Brand-Culture Relationship in Alignment

When you choose to pursue a culture of diversity, you are opening your company to new possibilities. If you allow the change on the inside of your company to be reflected on the outside, people who may have not done business with you in the past will see you in a new light. By aligning your brand-culture relationship, you may appeal to customers you could not have reached in the past. If your brand expression is a genuine representation of an internal culture change, diversity could become a customer acquisition strategy.

Diversity

Now, if the brand-culture relationship is out of alignment, then one of two things will happen. If your internal culture embraces diversity and your external brand does not reflect that, then you are missing an opportunity. If your external brand embraces diversity and your internal culture does not reflect that, then you are exhibiting hypocrisy.

Keeping the brand-culture relationship in alignment is key. Incorporating diversity into your brand messaging before your culture is ready to support it can be detrimental to your brand. However, pursuing diversity as a customer acquisition strategy as a reflection of your company culture can be beneficial for your brand.

Here are three things that must be in place first for you to represent diversity authentically in your brand.

How to Get the Most from Your Training Program

Integrate Your Culture Building Process into Your Training Curriculum

Your training program in your company may be incomplete. Training is an essential part of building your culture, but many organizations don’t understand how comprehensive it should be. Culture building should be integrated into your training program in order to get the most out of your training dollars. Otherwise you are throwing money away.

training program

Training is not expensive: lack of training is expensive. Take The Container Store, for example. They provide their employees with more than 10x the amount of training their industry average provides. And they pay their employees significantly more than the industry average. And yet their employees have only 1/10 of the industry turnover rate.

The training The Container Store provides their team serves to create the culture that keeps employees working for the company. Similarly, your company needs to incorporate your culture building process into your training program.

Here are the four levels necessary for your training program to mutually reinforce your culture building process.

Operationalize Your Brand in Your Company Culture

Four Strategies to Reinforce Your Brand through Your Employees’ Actions

How do you strategically ensure that your customers consistently experience your brand positively? Your customers will receive a clear brand message from your company only if your employees’ actions exude your brand. COVID has created a challenging environment for creating that consistent brand experience. But you can orchestrate that clear brand message if you operationalize your brand throughout your company culture.

operationalize your brand

Your brand message will not be clearly received by your customer if their experiences with your company are not consistent. If your customer receives one message from your advertising and then their experiences with your team contradict those messages, then they will be confused. And confusion kills branding.

Through dozens of interviews with CEOs, I have found that if a company does operationalize their brand, they usually employ only one or two strategies. As a result, most companies do not gain the full benefit of their brand because they do not employ all available strategies to operationalize it. In order of frequency of adoption, here are the four strategies you can use to operationalize your brand.

How to Create a Distinctive Brand

How to Best Position Your Company in Your Market

Superbowl LIV showcased two great teams who provided their fans with an exciting game. But the main event in many lopsided Superbowl contests are the advertisements. The price tag of these ads requires that the companies who pay for them understand exactly how they want to position themselves in order to create a distinctive brand.

Distinctive Brand

Strategic branding requires understanding the relationship between your company and your customer. To strategically brand your product or service, you must know precisely what you want to convey—and why.

Here are three steps to create a distinctive brand.

How to Operationalize Your Core Values

How to Live What You Say You Believe

Values are important to corporate culture. Companies go to great lengths to list these lofty sounding concepts. Then they put them on plaques on the wall in their lobbies. But values do not have any power unless those companies operationalize their values.

operationalize

Simply listing your organization’s values is only the first step. If you stop there, then the list may have the opposite effect. If you do not operationalize your values, your team will likely laugh at them because they ring hollow. Unless operationalized, values will just be words on a plaque.

Once you have identified your values, here are four steps to take so you can operationalize your values.

How to Make Your Work More Meaningful

Find Purpose in the Work You Do Every Day

Does your work have meaning to you?  Do you get up each day excited about what you get to do that day?  Or are you wishing you had more meaningful work to do?

meaningful

Just passing the time at what we do each day can be frustrating at best and deadening at worst.  But the good news is it doesn’t have to be this way.

You can live each day having meaningful work to do.  And here’s how.

Six Keys to a Thoughtful Strategic Plan

co-written with Ben Case, Case Consulting Services Inc.

Whatever business you are in, I believe it is mandatory for every company to have a thoughtful strategic plan. When your day-to-day work becomes overwhelming, you need to have a plan that will keep you focused on where you want to go as a company over the long haul.

thoughtful strategic plan

A thoughtful strategic plan gives everyone a clear sense of the organization’s direction. Leadership commits to it in writing. Staff puts the plan into action.

Before I started Transformational Impact LLC, I worked with my friend Ben Case at Case Consulting Services, Inc. Ben is reputedly one of the best major gift fundraisers in the world, having helped nonprofits raise more than $4.3 billion in his 40 years of fundraising.

In 2016, Ben Case and I wrote a series on Six Keys to Thoughtful Strategic Planning. Here’s a summary of those six keys.

What Do You Do If Core Values Conflict?

How to Show Truth and Mercy in Leading Your Team

It’s important to have core values of truth and mercy. Living those values will bring about a godly culture in your home or workplace. But how does that work practically? Are there situations when those core values conflict?

core values conflict

God calls you to stand for truth, but also to exemplify mercy (Micah 6:8). And He does not want you to choose one over the other.

Here’s a scriptural perspective of how truth and mercy work together, to demonstrate you do not have to have these core values conflict.

How to Develop a Strategic Company Culture

To develop a strategic company culture, you must think through how you want it to look. Only by putting the thought in beforehand, will you be able to have it turn out the way you want it to turn out.

Strategic Company Culture

Alternatively, if you don’t put the thought in on the front end, you will not have the kind of culture you want. You will end up with a culture that just happens. And that nearly always is a recipe for disaster.

Here are three areas to think through in order to reap a strategic company culture.

How to Do More Meaningful Work

Does your work have meaning to you?  Do you get up each day excited about what you get to do that day?  Or are you wishing you had more meaningful work to do?

more meaningful

Just passing the time at what we do each day can be frustrating at best and deadening at worst.  But the good news is it doesn’t have to be this way.

You can live each day having meaningful work to do.  And here’s how.