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Talent is the Key for a successful brand culture

The world is moving a mile a minute with headlines of economic uncertainty, inflation and hiring & firing frenzies that’s making it even harder for brands to attract and retain the right talent.


By Steven Picanza, Co-Founder and Chief Strategist Officer at Latin & Code. Head of Branding and International Instructor & Speaker.


In order to bring the best of the best into your organization, you need to ensure that your brand message and purpose is aligned and consistent throughout all stages of the employee journey, from attraction to retirement.

From the moment an employee is onboarded to their daily interactions with colleagues, customers, partners and vendors, every touchpoint should reflect your brand’s values, mission, and voice. Every opportunity is an opportunity to build brand affinity and trust.

Before we dive into tactical ways to align your message with your employees, we first need to acknowledge the need for proper brand documentation through a brand book or guidelines document. Alignment comes from understanding all facets of your brand and knowing where the guardrails are. There is nothing worse than a brand trying to police their organization without having a rule book. In my experience, it just leads to chaos and a mass exodus of talent.

Setting proper expectations during onboarding and hiring

The onboarding and hiring process is an essential first step in articulating the brand with your staff. During this time, you have the opportunity to set the tone for what your brand stands for and what you expect from your employees. By creating a comprehensive onboarding program that incorporates defining your brand message, you can ensure that new hires understand and embody your company’s values from day one.

Consider developing an onboarding program that includes training on your brand’s voice and tone, mission statement, and values. By emphasizing these key aspects of your brand, you can ensure that new employees understand what your company stands for and how they can contribute to your brand’s success.

Additionally, make sure to provide clear expectations for job responsibilities, performance standards, and goals. When employees understand what’s expected of them, they’re more likely to feel confident and engaged in their work thus becoming a marketing asset as opposed to a liability.

Consider developing an onboarding program that includes training on your brand’s voice and tone, mission statement, and values.

Maximize involvement through tent-pole business moments

Throughout the year, there are many opportunities to engage employees and reinforce your brand message through what I like to call ‘tent-pole business moments’. These moments can include company-wide events, product launches, holidays, and more. By leveraging these events, you can create excitement and enthusiasm among your employees while reinforcing your brand’s core message and values.

Consider hosting company-wide events that align with your brand’s values and mission. For example, if your brand is focused on sustainability, consider hosting an Earth Day event where employees can participate in environmentally friendly activities.

To take it up a notch, consider creating branded materials such as t-shirts, posters, or social media graphics that promote your brand’s purpose and can be shared with employees, partners, and customers.

Ensuring employee engagement and motivation

To keep employees engaged and motivated, it’s important to create a culture that supports your brand’s purpose and message. This means providing opportunities for growth and development, recognizing and rewarding employee achievements, and fostering a collaborative and supportive work environment.

Consider implementing employee recognition programs that highlight exceptional performance and contributions to the company. Additionally, provide opportunities for employees to develop new skills and knowledge through training and development programs. By investing in your employees, you can create a culture of learning and growth that aligns with your brand’s values. The benefit of this? Think about how an engaged and happy employee can serve your customer and the positive ecosystem that produces.

At the end of the day, aligning your brand purpose and message requires a holistic approach that incorporates all stages of the employee journey. By setting proper expectations during onboarding and hiring, leveraging tent-pole business moments throughout the year, and ensuring employee engagement and motivation, you can create a culture that supports and reinforces your brand’s purpose.

Remember, a strong and consistent brand message not only attracts customers but also helps to attract, retain, and motivate your employees.

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