How to

How your heritage can influence your brand identity and values

Building a brand that can compete in today’s market is vastly different from 40 years ago. Simply focusing on how you present your brand to the public will not be enough. It’s now a two-way road. It entails being in touch with client perceptions on the street and online, but most significantly, it involves looking after your company’s internal culture. Why? Employees and consumers are attracted to and retained by your culture because it influences every decision you make. Give your company a sense of purpose.


What sets your brand apart.

There are many ways to set this apart. I have some ideas and knowledge of other ideas that have worked well. However, it is easy to get lost in the details too often.

Do you:

  •   Brainstorm unique, relevant, and valued co-branded programs.
  •   Think about future growth, clearly communicate the core values of the company.
  •   Build competitions, awards, web-based portals.
  •   Hold client reviews regularly and actively observant
  •  Make your client relationship communications very formal and reflect the culture you wish to create and some people around you.
  •  What needs to happen at a given time, and to whom?

Each of these shows a different voice and effort. I’ve drawn influence from other starting points in your venture and have experimented with various aspects. One was to create a speciality coffee brand. Another was to make a mascot (I thought if mascots are essential, then bears are essential). But, you get so much more done by thinking from a co-brand perspective (you have a mission) and because you are working from something that humans connect with…at a subconscious level: magic, real magic.


Culture shouldn’t be an afterthought.

Conceived and developed by a man who passionately believes that magic exists and has used it to build countries from the ashes, Rand Fishkin, founder of, is a true visionary. So what’s worked for him? First, he believes that we need to embrace core values, diversity and inclusiveness, transparency and authenticity. Second, he believes that these aspects will produce wins for companies, which will grow in the market.

Is it emotional…yet firm? Do you think it is possible to do it themselves, finding success without any help from others? Probably not, but writing down the concepts fundamental to great companies you admire and the vision of your own company will help you produce something exceptional. And in times like these, it may be your strength to do this.

We all have our organisations’ flavour of the culture. (If your website’s not yours, you should investigate—Rand’s recommendations.) How it comes together in an organisation shapes which is likely to succeed, where it matters, and who are expected to fail. Internal culture transcends product development, updating and might even be a part of your leadership team. Internal culture is how your team talks, feels, and plays together. It’s why interaction, drinking, and wedding invitations are not only tolerated but expected. Internal culture sets the tone for how people will talk and act with each other—for example; it can dictate what skills you’ll teach, which values you’ll encourage, and provide a framework for things to work towards.

Your internal culture is also your biggest asset when it comes to attracting new talent. If people feel your organisation is too big when they leave, it’s hard for them to apply. If they don’t feel they have a place when they join, it’s all but impossible.

We have taken on some clients who have an internal culture. Once we’ve established one, or in some cases, when a new client hires us, we don’t begin to look at the organisation’s culture.


Get local with a sense of purpose

 It starts with looking at your business in your region. Where are you going? What is it that makes up your culture? Are you a go-getter? An innovator? An open-minded person? If you can put a figure to this, it’s likely economies of scale will enable you to cover most expenses relating to growth.

Your culture has to be different, your competitive advantage must be unique, and customers must see your brand as cared for. This may seem like an impossible goal, but don’t be fooled. Going from XYZ to Google, Facebook, or another competitor now simply isn’t the case. Your website and its users won’t be replaced because they no longer warranting investment investments for growth. Instead, a customer-obsessed culture will bolster workforce retention, morale, and client satisfaction.

In true company fashion, it operates as a seamless ecosystem that represents and contributes to human life as a whole.

In sum, focusing on creating a genuinely cohesive ecosystem will set you apart in your landscape. A coherent, user-centric, and culture-inclined culture will help create an environment in which it will be natural for your team and customers to express loyalty and showcase the meaning of your brand.

Integrate your cultural acceleration suite.

Next, you need a roadmap of objectives for where you want to be.