Organizational Culture – The Foundation for Great Branding

Organizational Culture - The Foundation for Great Branding

A Solid Foundation

It seems like discussions surrounding organizational culture are all the rage these days with the business kids. As an ED of a local non-profit, I often share with our rm2g clients that a strong organizational culture is the foundation for great branding. Spend time working on the inside, and it becomes much easier to communicate who you are to those on the outside. If your organizational culture or health is weak and your focus is on external branding, you are building a house of cards.

What is Organizational Culture?

Business writers Ravasi and Schultz state that organizational culture is a set of shared mental assumptions that guide interpretation and action in organizations by defining appropriate behavior for various situations. A definition I like even more comes from Gary Kelly, President of South West Airlines. He simply says organizational culture is “WHO you are.”

Leadership and Organizational Culture

As a leader, it is your responsibility to spend time studying, observing and fostering healthy culture. It’s where your brand starts. At Family Life Services we are going through a great book by Patrick Lencioni called the Advantage. In it, Lencioni says the best companies—the ones with the true advantage have a healthy culture and spend time nurturing it.

Non-profit leaders, listen up. If you don’t spend time building this foundation, your clients, staff, board of directors and other stakeholders will sense that your brand is off. And that means you aren’t going to get total buy-in for your mission.

The Advantage of A Great Organizational Culture

Here’s a great video in which Michael Hyatt interviews Lencioni about his new book and this “advantage”. At Rocky Mountain Media Group, we know you can’t have a great brand without first building a strong internal culture .We hope this post gets you thinking about how your organizational culture is shaping your brand.

Patrick Lencioni talks about core values versus aspirational values in the video. What is a core value that shapes your organizational culture, and what is one aspirational value you are striving for?