Branding

Three Qualities to Look for in New Hires

Your company culture depends on the quality of people you hire. When building your team, it’s important to look for soft skills. In the hiring process, gauge the candidates’ emotional intelligence. You want to hire people who can avoid unnecessary … Read more

Friction between Brand and Culture Costs You Money

The relationship between your brand and your culture must be frictionless. Your employees’ interactions with customers and with each other need to be like a well-oiled machine. The way your employees interact with customers and fellow employees is indicative of … Read more

How to Get the Most from Your Training Program

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 … Read more

(Re)Discovering Your Company Purpose

Your company purpose is key to your brand differentiation. Knowing why you do what you do will help you draw the right customers to your company. But what if along the way you have lost hold of your company purpose? … Read more

Operationalize Your Brand in Your Company Culture

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 … Read more

COVID-19 Provides Strategic Branding Opportunities

The other day I interviewed a CEO for a book I am writing. During our conversation, he told me his company did some research 10 years ago about what differentiated them from their competition. What did their customers tell them? … Read more

What Is Good Culture and Why Is It Important?

I attended a conference recently when someone asked me, “What exactly is a good culture?” That was a great question, considering that a lot of people don’t understand what it is or why it is important. And here was my … Read more