three arrows forming a cycle, showing how to shape culture change

3 Ways Leaders Can Grow their Brand and Shape Company Culture to Impact Business Outcomes

By KyoungHee Choi

While culture is widely recognized as an important lever to grow brands, increase productivity, improve revenue while improving safety and customer experience outcomes, many organizations still find to drive and manage something that feels intangible. In challenging times, it may seem hard to invest time and resources into something that can’t easily be measured, like “company culture”. Especially when the very survival of your company itself is at stake. However, culture is far more than an abstraction. It is critical to bringing your values to life and to driving business success. In challenging times it’s even more important to invest in what makes you different in the marketplace.

Don’t you wish that everyone on your team was driving with urgency to excel as you navigate through these challenging times? That drive comes from your culture.

Organizational culture includes the attitudes, beliefs and mindsets that influence people’s behaviors. It is driven by leaders and becomes deeply embedded in the company through their process, systems, and culture. A strong organizational culture doesn’t just make for happier employees but also drives more productive, efficient and engaged employees. Ultimately a strong culture can help grow your brand and differentiate yourself in the marketplace.

Here are 3 ways leaders can grow their brand to directly improve business outcomes.

1. Develop team members to grow your company culture

The more engaged your team members are, the more they will deliver. When you think of developing culture change within your organizations, it is critical to understand the individual change journey of each employees. Each team member is presented with new information or cultural norms and at some stage either agrees or opposes (sometimes unconsciously) the desired change. These shifts in attitudes, beliefs and mindsets reoccur multiple times within a workforce and will continue to shift as more and more team members choose to embrace the new path.

Your company culture should value a growth mindset within employees and encourage the development and expansion of skills as you shape your culture. This doesn’t necessarily mean investing in new training programs but rather shaping an individualized growth journey. Develop an individual change journey for your team while investing in leadership competencies and you’ll see higher levels of productivity, innovation, efficiency and performance in your organization.

2. Align your business strategies with company culture and engagement

To drive high performance and outcomes, it is critical to place engagement as a top priority in your business strategy. 94% of leaders believe that a distinct workplace culture is important to success, yet only 19% believe that their culture is widely upheld. The first recognizes the widely accepted belief that culture matters but the latter shows that most organizations aren’t reaping the benefits of culture. More focus on alignment, employee participation and consistency of execution with accountability is key to close that gap.

3. Drive innovative culture change to deliver tangible business outcomes

Every company has their own unique organizational culture – just like a business fingerprint. It means that culture change cannot be implement with the same standardized tools or strategies. To drive change, the intangibles of culture need to be made tangible and help organizations proactively identify their own cultural uniqueness, that differentiates them in the market. Leaders need to seek to understand what cultural issues, barriers and challenges may exist and keep investing in shaping their culture to drive differentiation.

At Propulo, we understand how culture impacts business outcomes and know the value of great cultures. We can help how to measure culture and drive change to deliver tangible business outcomes by tapping into our evidence-based research. Get more insights about Culture Change.


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