In today’s modern Marketing, while startups mostly focus on Content Marketing and Purple Cows to differentiate their products and establish their brands, a few smart companies plan to leverage the Culture to communicate their core values, and build revolutionary brands.
There are good reasons why startups should take Culture Branding seriously and use culture as a branding tool to position themselves in the heart and mind of the customers. I’m not talking about just developing a good internal culture, but rather promoting your culture to make a revolutionary brand.
What are the reasons? I will tell you in milliseconds…
1. It is a win/win game. Internal motivation + External desire!
While branding based on products is mostly working on external image of the product, branding based on culture first focus to improve and strengthen inside the company then leverage the internal culture to make an unique external image of the business.
Great culture makes employees excited, happier, motivated and more creative. Gives them a sense of freedom to work on their ideas and have a greater productivity. That’s what every Startup CEO wants, Isn’t it?
It is by all means, a win/win strategy. More productivity inside, better brand reputation outside…
2. You can position whole your business(in a unique way) in the market not just your product!
Positioning the product focuses on making only the product different from competition to win at marketing game. But what if you would go one step further and unlock all the potential of your business?
What if you could position whole business in market instead of just product?
Developing a great company culture let’s you unlock all the potential and make a unique brand around whole your business, employees and products.
A great example of those companies who provide a unique business model is Buffer. Not only they provide superior products, but a whole new and unique business model based on distributed employees around the word, transparency, freedom and happiness. They use culture as a branding tool and have a separate blog only about their culture and their work journey.
3. You can make a point of view and create a club around your culture to build loyal and engaged audiences
Great brands make emotional connections with customers. They have a point of view and a community around their beliefs and rituals. Like i drive BMW because i’m a cool CEO. I wear iWatch because i’m a tech savvy etc.
Products alone does not have point of views. You should blow human spirit into them. And nothing works better than culture to do it.
When you focus on developing and promoting your culture, you can spread your values and make a point of view. Cultures has beliefs and rituals. You can build a community around it and engage with your audience at a very deep emotional level.
4. You can hire great talent who have desire in working for you
Great talents interested in companies with great culture, not great products. It’s not the other way around! They care about freedom at work, creative environments and respect. Not a great systematic product line.
Nothing can bring desire in great talents better than a great company culture.
With promoting your culture in the right way and make your hiring system transparent and exciting, great talent will come to you itself. This is where Marketing and HR can go hand in hand!
Without a great culture, how could that be possible?
5. You can use personal branding(employees) in synergy with your company branding to make your brand even more human
Chances are in a Tech Startup, most talents care about their personal brands. They have Personal Blogs and are active in Social Media. You can even develop a Content Culture and help them grow their personal brands.
This will open up opportunities for you to help your employees build better personal brands and use it to grow your company too. Nothing is better than having your own employees as a symbol of your Brand and Culture.
Another win/win situation.
6. It reduces your marketing budget/effort and merge it with internal costs
You give Mac-Books to your new employees? Don’t have official working hours? Provide free food and snacks? Extra perks, benefits or any special recruiting system? You play video games in the office?
Why not make it public and use it as a tool for Marketing?
Any money you spend on growing your company culture, is an investment in marketing too. Culture branding can reduce your marketing efforts and merge it with internal costs.
You can even fit those perks and benefits to attract your Target Audience. For example if your target audience are tech geeks around 20 to 30, better to provide wearable technology…
Conclusion — More opportunities for Storytelling and Innovative ideas.
All the above reasons have one simple meaning:
“Culture Branding open the doors for more Opportunities, More Creativity, Better Productivity and a whole new world for Brand Storytelling!”
What do you think about using Culture Branding to Market the businesses?