Your brand, culture, and mission all play an important role in your company. Alone, each of these pillars of success can benefit your business. Meshed together, they can work wonders. But to marry your brand, culture and mission, you have to put in a little legwork (and follow a few of my tips and tricks).
5 Tips For Uniting Brand, Culture, And Mission
Ready to unite your brand, culture, and mission? Of course you are! But before you can do that, let’s take a step back and break down exactly what these three pillars mean:
- Brand: The image and personality of your business’s products and/or services
- Culture: Your company’s personality and work environment
- Mission: A statement that reflects your business’s goals, purpose, and values
Aspects of the three pillars can trickle into one another. Or at least, they should. If you want to unify your business’s brand, mission, and culture, give the five tips below a shot.
1. Build Each Pillar Off Of One Another
To unify the three pillars of success, you have to be willing to intertwine them in all aspects of your business. That way, they can play off of one another and build over time.
The people in your organization should know your mission statement like the back of their hand (or at least understand the gist of it). Likewise, your brand should reflect your mission and what your goal is when helping customers. This allows everyone inside (your team) and outside (your customers) to know your business’s purpose and main focus.
Your culture is also a huge component of your brand. After all, your team is the face and voice of your company. And, they are essentially built-in brand ambassadors. Employees engage with customers over the phone, via email, online, etc. So, they should be able to relay your mission, represent your company in a positive way, and promote your offerings.
As you can tell, each of the three pillars can easily seep into one another. All you have to do is find a way to build them off of each other (and continue to do so as your business grows).
2. Always Keep Your Mission In Mind
When building your culture and brand (and other business elements), it’s always good to keep your mission in mind.
Your mission statement acts as a roadmap for your company and helps you move in the right direction. So when refining company culture and brand, keep your mission at the forefront of your mind.
You can refer back to your mission statement when:
- Creating marketing materials
- Training employees
- Speaking with customers
- Building your business website (if you don’t already have one)
- Writing copy for articles, emails, etc.
If needed, keep your mission statement handy (e.g., printed and posted onto a wall) to help keep it in mind when doing certain tasks. And, encourage your co-workers to do the same.
Making your mission well-known internally can help keep employees on the same page and motivated to reach your mission’s goals. And, ensuring customers know your mission can help make them more aware of your brand and make you stand out amongst your competitors.
3. Utilize A Brand Bible
Want to make sure your brand is consistent across everything from your mission to your culture? Cue a brand bible.
Now, you might be thinking, “What the heck is a brand bible?” Well, a brand bible is your go-to for building (and maintaining) your business’s brand. It includes all of the do’s and don’ts for your company when it comes to branding, including:
- Color schemes
After you craft your brand bible, make sure your whole company has easy access to it. That way, they can refer back to it whenever they need to.
Taking advantage of a brand bible not only can help you unite your brand, culture, mission, and more, but also ensure everything is on brand 100% of the time.
4. Ensure Employees Understand Your Brand And Mission
Your employees are the backbone of your business. And, it’s their part of their duty to spread the word about your company and help uphold your mission. But, they can’t do that if they’re not given the tools to do so.
To ensure your employees understand your brand and mission, you can:
- Make sure your trainings for new hires include info about your brand and mission
- Have your team utilize your business’s brand bible (ahem, Tip #3)
- Keep your mission posted in multiple locations (e.g., walls, website, etc.)
The more your team knows about your mission, goals, and brand, the better. So, don’t be afraid to give your co-workers what they need to understand your vision, mission, and goals so they can marry all three, too.
5. Establish Core Values For Your Company
Last but certainly not least, if you want to marry your mission, culture, and brand, consider establishing some core values for your company. That way, your team can refer back to your values and know what you expect from them. Plus, you can align your values with your mission.
At my accounting software and payroll company, Patriot Software, our core values include:
- We lead. We don’t follow.
- We give more than we take.
- We follow the golden rule.
- We don’t take shortcuts.
- We grow leaders.
I created the core values above to help create a positive, hardworking culture full of co-workers who want to help me carry out my mission of helping small businesses and their accountants by offering fast, simple, and affordable accounting and payroll.
To create your core values, think about what matters most to you in a company culture. And, consider how your core values can go along with your mission statement.
Once you determine your values, don’t keep them tucked away in a drawer for no one to see. Instead, spread the word about your expectations by letting your team know your values and how they can use them to boost your brand and follow the company’s mission.
Your brand, culture and mission are reflected in your attitude and the way you interact with your employees and customers. In the end, it always starts with you.