Lots of people talk about company culture. Like it’s a good thing. I’m not so sure. Culture, of course, is a good thing. But company culture, in and of itself, can be limiting. When you put a bunch of likeminds in a room the tendency is to swim together. Nothing wrong with a little corporate water ballet, but I’m one that likes things a tad messy — where ideas and ideals are challenged. That’s how innovation happens.
So what’s better than corporate culture? I’m sure you saw this one coming: brand strategy. That so-called “organizing principle for product, experience and messaging.”
When a commercial maintenance company uses the brand claim “Navy Seals of Commercial Maintenance,” supported by brand planks “fast, fastidious and preemptive,” company employees are able to build a certain, almost predicable value. Unimpeded by a set of cultural beliefs. Brand strategy is freeing not limiting.
It’s okay to study corporate culture but it’s way more productive to study and set brand strategy.