Stop Branding your Brand, you have doing it all wrong – Part 4 / 4

Culture – The Way of Life of a Company

Before we delve deeper into ways of creating a powerful corporate culture for your company, let us first explore the core values that form your brand.

What values does your brand stand for?

Your core values are the very pillars that uphold your corporate culture, and without clear core values in place, there is no corporate culture.

According to, core values are defined as:

 “Core values are the fundamental beliefs of a person or organization. The core values are the guiding principles that dictate behavior and action. Core values can help people to know what is right from wrong; they can help companies to determine if they are on the right path and fulfilling their business goals, and they create an unwavering and unchanging guide.”


 There is no right or wrong when it comes to defining your core values; they stand for what you believe in. What I consider important may be insignificant to you and vice versa. Hence, different people would have different sets of values and beliefs, which define who they are.

The same goes for a company. Every organization should have their own set of values and practices. The continuous adherence to these values is what shapes the company’s corporate culture and defines its people in the long run.

 The problem, though, with some of these companies is that they do not set clearly defined values that are cultivated by every one of their employees. Sure enough, most companies display a well-crafted statement at their main lobby, but most of the time, it is just that – a display.

If you were to pick anyone at random and ask them about their company’s values, I doubt that they will be able to provide you with accurate answers.

The important thing here is not what you have written on your corporate culture statement; it is what you practice on a daily basis. In some unfortunate cases, a company might have unintentionally cultivated an unhealthy culture over a period of time, resulting in a poor working environment and low employee morale.

On a more personal note, what I dislike the most about a working environment is yelling in the workplace. Sure, I agree that at times, things do not go our way and we all get frustrated at one time or another. Nevertheless, yelling over the phone or at each other in the meeting room is not going to solve our problems either.

In retrospect, there was this one company that I came across a few years back, who had, ironically, stated Respect and Open Communication as their core values.

The reality, though, was far more contrasting than I had expected. The manager would repeatedly yell at his staff over some small mistakes, and consequently, the staff would vent out their frustration on their suppliers and some even to their customers.

What you get to look forward to, as an employee of that company, is working in an environment that is filled with stress, negativity, and bad energy.

Having a healthy culture is pivotal to the success of your business and company. Always bear in mind – culture is not what you say; it is what you DO.

Stay with me in the following chapters as we discuss more how to use Purpose, People, and Culture in creating a unique brand that is worth sharing.

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