Brand culture is defined as a company’s culture which encompass a brand’s values. These affect the thought processes employed to solve problems, make decisions and are also key in how the brand is perceived by customers. In keeping current, companies may decide that a shift in brand culture may be necessary. However, this is a move that needs to be carefully considered in advance as it can also cause crisis within the company. If you are dealing with a company that is looking to transform its brand culture, whether it’s in reference to website and logo design or package label design, San Diego branding and design company, Lien Design, can help.

If you are considering brand culture transformation in your company, it’s important to consider all aspects of your company to ensure that whatever moves you make, you are still incorporating aspects of your company that are familiar to both you and your employees as well as your customer base. It’s also a good idea to consider early on that a brand culture transformation may be necessary somewhere down the line and to make this part of your strategic planning. That being said, here are some steps to take towards successful brand culture transformation:

1. Identify your brand’s strengths and weaknesses.

2. Identify the behavioral changes that absolutely need to be made and try to keep these minimal.

3. Think about your employees, peer networks and motivators and try to incorporate ideas that they can believe in.

4. Storytelling is an important part of brand culture so start thinking in terms of creating a story that will reinforce the brand transformation and the ideas behind it.

5. Test ideas before they are introduced to the community as a whole. See how they appeal to certain cultures. AB testing and market research can both be effective to this end.

6. Think in terms of goals. These would align the goals of the business with its targets as far as cultural appeal goes. It would assign specific tasks to people within the company and give the company the ability to better grasp the cause and effect of their actions.

7. Try out your new ideas on company members by encouraging them to try things out to see if they will work. Present employees with a series of strategic challenges which they can devote their time to experimenting with during the work week. You can award those willing to experiment in relation to the scale of problems they choose to take on as well as the conversations they start in relation to their findings.

Brand culture transformations can be necessary in keeping your company current. However, they can be tricky and should not serve to disorient customers. Careful consideration and planning can be key in a successful brand culture transformation. In order to make this step work for your company, consult branding and graphic design specialists like California’s Lien Design. They can keep your company current while keeping your customer base strong.

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