Almost a year has passed since we reviewed our daily lives and we are left wondering if the changes adopted will be temporary or permanent. While some developments have been sudden and involuntary, such as social distancing and wearing masks, others have accelerated progress in the way we navigate information, make value judgments, and even interact with commercial products. I’m talking about consumer behaviour.
A compulsion to buy everything has been replaced with a preference to be selective. We actively unsubscribe from newsletters with an awareness of “information overload”. You think twice about double-tapping and are conscious when adding something to “your favourites”.
This awareness has encouraged consumers to build more authentic connections with brands and their products. And instead of a fleeting display of affection, the individual engages with the brand’s story and its values, elements rooted in what we call the “brand culture”.
By “culture” I mean the way we do things, the way we think and the way we act. Therefore, “brand culture” is dictated by a company’s founders and its team, infused with the ideas, products and collaborations they embark on. No matter how old or new, this establishes a cultural heritage that should be strategically protected, championed and communicated at every opportunity. This is how we create deep and lasting meaning.
The term “company DNA” is often used to describe brand culture. This DNA is formed at the conception of any product, project or idea, and is composed of what I call “strategic ingredients” that are crucial to a brand’s identity. Unfortunately, these ingredients are often diluted as a company evolves, which weakens the brand’s unique quality and its ability to connect with consumers as a result.
Brand culture is critical and plays a pivotal role within business strategy, from production to marketing and communication. People want to know who you are, and who you really are is your culture.
Leveraging brand culture to build a successful strategy has always been our approach but never before today has it been so important.
Founder & CEO