A few months ago, I attended an expert panel on the topic of crafting the ideal corporate culture. To my surprise, these executives instead spent the entire discussion talking about their brand. The person sitting next to me leaned over and asked: “Are they confused, or ahead of their time?” It was a good question.
While most organizations think of brand and culture as separate ideas supported by separate teams, they are remarkably interconnected and must be aligned for long-term sustainability. Ultimately, if your culture and brand are not aligned, any brand equity is inauthentic. While it might be possible to fool your clients for a period of time, the truth inevitably comes out.