TFF #2: Culture & brand - the unbeatable duo for sustainable success
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🚀 Why do customers really buy?
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In recent months, we have launched exciting innovation projects with SMEs in Liechtenstein and Switzerland. One key finding: many companies see the Interface of innovation and sustainability an ideal position for yourself and others.
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👉 But the "why" is often not explained by the price or a specific product feature alone. It's about emotional value, trust and identification with the company.
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🔹 The key? A close integration of culture and brand.
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Culture: The values you live by. It is reflected in how your team implements your mission in everyday life.
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Brand: Your customers' perception of the value proposition you give them.
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If the two are well coordinated, the result is a consistent, trustworthy message - which creates long-term customer loyalty.
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📉 The problem: When culture and brand don't fit together
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Many companies rely unilaterally on one of the two elements:
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❌ Investments are made in a brand without developing the corporate culture
→ Employees quickly realize when values are just marketing platitudes. The brand appears untrustworthy.
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❌ A strong corporate culture remains invisible to the outside world without coordinated brand communication
→ Customers do not recognize the true value of the company and remain unaffected.
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➡️ The result? A lack of trust, reduced customer loyalty and a company that is losing momentum.
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🎯 How to strengthen your culture and brand at the same time
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✅ 1. clearly define corporate values
What makes the company unique? What values are directly associated with the brand?
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💡 Example: The Swiss candy manufacturer Ricola relies on Tradition, innovation and closeness to nature - and lives these values both internally and in its external communications.
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✅ 2. make values tangible
Company values should not just be displayed on the office wall - they should be reflected in every decision and every external communication.
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💡 Tip: Find out how your organization lives the values in everyday life and where there is a need for action. Our digital Culture Cockpit gives you data-based insights - and shows the development over time.
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✅ 3. develop authentic communication
The same language should be spoken internally and externally. Customers and employees should be able to rely on what the brand stands for.
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💡 Example: At the outdoor manufacturer Vaude sustainability is not only communicated externally, but also practiced internally - with flexible working models, an appreciative culture and a consistently authentic language.
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✅ 4. continuously measure & adjust
Does the brand really reflect the corporate culture? Where are there gaps between self-image and external image?
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💡 Tip: Use a measuring instrument such as the Culture Cockpitto regularly review culture and brand perception. Integrate retrospectives into meetings and get Feedback from customers and partners for example through stakeholder interviews.
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1️⃣ Do a culture check: Ask your employees and customers what makes your company special. Do the answers match?
2️⃣ Analyze your brand communication: Does it reflect your values - or are there contradictions between internal culture and external perception?
3️⃣ Implement a concrete measure: For example a Internal value session or a Campaign that makes your values visible to customers.
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🚀 Companies that consciously combine culture and brand build long-term customer and employee loyalty. They create trust, which translates directly into growth and success.
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