Brand Strategy 101: How to Create a Company Culture That Fosters Growth & Belonging
When starting a business, you naturally have an initial to-do list, mostly centered around building an innovative product or designing a service that is truly unique. But what about company culture? Your business goals and bottom line are important, but the people behind the dream are what keep it alive and growing. Without a strong and motivated team, everything falls flat. That’s why the level of effort dedicated to your product or service should be equally applied to developing and maintaining a positive, welcoming work environment.
Building Your Dream Team by Providing the Tools to Succeed
Think about a cup of coffee. Sure, you can pick a cheap blend and brew it in an old coffee pot, and then sip from a boring mug, but will that really deliver the best flavor and experience? Not at all. Now imagine a luxury roast, ground fresh that same day, brewed in a high-end espresso machine, made at the precise temperature for optimal flavor, and enjoyed in a beautiful mug. Sounds a lot better, right? It’s the same for your company culture. You get out what you put in.
So where do you start? Well, most people know they need to hire the right people skilled in their role, but you can’t stop there. Once you bring them to the team, it’s your job as the business owner to ensure they succeed. Here’s what you should provide:
- Proper Onboarding & Support System: Take the time to properly onboard each employee and provide the necessary tools needed for their designated role. This not only minimizes the sink or swim mentality but also gives employees a confident head start in the role, allowing them to build lasting trust with the company.
- Example: Companies that hand new hires a manual on day one and expect them to figure everything out are not setting them up for success. The first few months are vital, and as time-consuming as it is to properly train someone in a new role, it’s time worth spending in the long term.
- Reasonable Expectations and Responsibilities: It is important for both parties to understand what they are required to fulfill in their role, and for that expectation not to overwhelm them. When employees have the flexibility to solve problems in their own way while still meeting goals and deadlines, their performance can be at its peak.
- Example: Don’t micromanage or communicate tasks in a passive-aggressive manner. This may work in the beginning, but after time, it causes friction within the working relationship and an overall loss of motivation. Set clear tasks, deadlines, and goals, then allow your employees to use their expertise to get the job done as they see fit.
- Opportunities for Growth: Each individual looks at growth in a different way. Some may jump at the chance to try something new every week, while others tend to get comfortable. As a business owner, you should provide evolving opportunities that align with your employees’ skills and motivations.
- Example: Growth can be promoting employees from within, or allowing someone to take the lead on a new project. However, don’t try to trick employees into doing what you want them to do. Instead, truly get to know the people you work with and learn about their aspirations and professional goals.
- Professional Development & Educational Resources: Beyond growth opportunities as they relate to tasks and roles, there should be tangible resources within reach to help employees grow in other ways. This can come in many forms, from speaking engagements, networking events, access to paid learning tools, subscriptions to new technology, and more.
- Example: Companies may look at these types of resources as a waste of money, but if chosen carefully, they can actually make a big difference to your employees. Don’t just assume a specific resource will be beneficial to everyone. Instead, ask questions and find out what type of education or tools the team is interested in the most.
Important Elements of a Healthy Work Culture
The culture of an organization isn’t formed by using a one-size-fits-all approach. Every business is unique, and there are many ways to instill a positive and comfortable working environment, depending on the industry, work style, and people on your team. Although there isn’t a set-in-stone framework, there are a few foundational elements to keep in mind:
- Provide a safe and welcoming environment free from toxicity. People should feel as if they can openly ask questions, engage without hostility, and have mutual peer respect.
- Encourage independence so employees feel empowered. A supportive environment will give your team the desire to learn new skills and fine-tune their current skillsets.
- Cultivate an environment that promotes positive manager-employee relationships. This gives a sense of community where everyone feels heard and valued.
- Give employees the space and time to meet their work commitments. This motivates employees in a natural way, ultimately leading to more growth. This can also help prevent burnout.
How Company Culture Affects Business Operations
It’s true you can still make money and have a successful company without having a positive workplace, but it’s definitely not ideal or efficient. When your employees are happy to come to work and feel connected to the mission, it makes everything more unified. Focusing on creating a healthy workplace culture will benefit your business operations. Your employees will have a strong sense of purpose, which will allow them to not only represent your brand more effectively but also generate a higher quality of work.
Why Company Culture Matters at BrandingCup
We understand how important it is for a team to work together collaboratively and bring their best to each and every project. When employees thrive, so does the brand. Workplace culture is very interconnected to your overall branding and should never be put on the back burner.
With all that in mind, have you taken a closer look at the inner workings of your business and the people that run it? Don’t pour from an empty cup; give your brand and team the attention it deserves. If you need guidance or additional hands to align your brand strategy and culture, contact us, and we can help enhance your company’s flavor.
