We see it every day; brands that have dominated global markets for years and years to come. Make no mistake about it: a distinct and cherished brand is one of the most precious assets a company can ever own.


With 59% of customers preferring to purchase new products from brands well-known to them, it is easy to get discouraged over the limited number of customers that are left to buy your product.


But even the most established companies had to have started from somewhere. Before businesses like Walmart were the big brands they are today with devoted customers and unrestricted marketing budgets, they were startups. Like you, they faced stiff competition from other already defined labels and didn’t have the vast and extensive reach that they do now.

What got each of those companies from zero to one is that they found a way to differentiate- with a robust brand building process of their own.


But what exactly is a brand? For one, it’s not just a well-placed advertisement or a cool logo. Branding refers to a consumer’s overall understanding of your business. To build a successful brand means consistency in communication and experience across all the platforms that hold your company’s trademark, i.e.,


  • the Business environment (storefront/office)


  • print, signage, packaging


  • online advertising (website and social media)


  • content marketing


  • sales and customer service


Now, brand building is not an overnight process, perhaps not even achievable in months. You need to understand that for a brand to be fully incorporated into the minds of your customers is a gradual procedure, one that happens on a subconscious level.


Eventually, you’ll start to notice a steady increase in sales, a rise in the number of projects your business undertakes, and more word-of-mouth referrals. The point that your business starts to run itself is the point that it grows its own personality.


When a brand certainly gets the capability to retain customers by emotionally connecting them to your business, it becomes a culture that everyone that’s part of the enterprise can relate to. Building the culture around your business may start with creating a brand, but it ends with absorbing a variety of elements, in the long run, that end up defining the identity of the company. These elements include work environment, company goals and mission, value, ethics, and expectations.


Be that as it may, establishing a brand and culture for your business can get consuming at the thought of the chain of procedures that it entails. As brand builders, The Cunningham Venture Group works to bring the latest and fittest approaches to the mix to ensure you and your brand share the right story.


Even better, the consulting company works with you to gather as much knowledge about your company as strategically possible, and designs concepts based on that knowledge, that are likely to blend with the brand campaign.


As a business, your communication to the world is vital. Creating a culture is all about forging trust within and beyond the walls of your company. You simply cannot afford to communicate one thing just to do another. Especially in the modern days ever-changing society where people are not exactly known for their patience to hang around a shaky identity.


The following concepts may seem ordinary when looked at individually but are a driving force for sustainable growth when put together. Here are several steps which you can take to invent a culture around your business that stands the test of time.


Define Your brand


Your brand is a portrayal of what you stand for and what your customers pay to have. For it to be successful, it needs to stand out. A strong sense of branding leads to a sense of pride for anyone that associates with your business, from consumers to employees.

It doesn’t matter if there are a dozen other companies in town selling the same product as you. The trick lies in making a single aspect in the selling of that product special, be it its mode of delivery or unbeatable price.


Clarify your vision, mission, and values


Write down your company’s vision, mission, and values, and ensure that they align with your brand. These should become the words that each employee lives by. Companies that develop strict values experience higher employee and customer satisfaction not to mention increased revenue.


Create an Identity


Your identity is a big part of how the public will view your company. It is also the permanent mirror through which the business sees itself. These are the visuals- designs, color schemes, slogans, you name it. Remember to portray clearly in your visuals everything that you’ve created in the previous two points.


Hire your most qualified prospects


Hiring top talent reduces turnover, improves employee retention, and increases productivity. In the same way that a ship relies on all of its pieces to work together so it can stay afloat, your brand culture is dependent on professionalism and an efficient working style to carry on with effectiveness.


Be sure to hire a workforce that shares in your business’ values to aid in building an honest culture.


Educate Your employees


Your human resources, being your brand’s biggest ambassadors have a significant impact on company culture. To advocate your brand positively, every employee needs to be schooled to understand the company’s values, vision, and mission beyond memorization. These need to be seen in their professional lives as well as their daily operation methods.


Tell your story


The best way to present your business brand and culture to the public is through storytelling. Well narrated, a story has the power to emotionally engage and convince consumers considering to purchase your product/service that they cannot live without them.


For you to erupt a culture around your company, your brand has to translate to the products/services you offer directly, and show in the way that your business interacts with clients. Everything needs to align strategically and creatively to achieve maximum impact.

Brian Cunningham, Founder of CVG Consulting Co. has learned through working with high caliber clients the importance of building a brand cannot be overlooked, especially in the 21st century where your online presence and reputation is more important than ever.


“It’s difficult to hide or run away from your mistakes. Social media exposes who we are and if we are not careful, it can be the difference between you getting a deal or losing your entire company.”


A clear brand culture and a dedicated team to carry it forward; that’s what leads to a steady, permanent, and sustainable growth for your business.

Published by john paret