The Power of Brand Culture: Attracting Talent

Employees who are proud of their brand and its culture tend to be more productive, innovative and committed to achieving their goals.

Luxury and premium brands are known for their creativity and sophistication, but a strong internal brand culture is perhaps just as essential for any business, especially when attempting to attract top talent.

By understanding the power of brand culture, luxury brands can create a unique environment that attracts the right talent to help the business reach its goals. It not only demonstrates the core values of a business, but it also helps to create an attractive and inviting environment for potential employees. With this in mind, brands need to develop a unified culture to ensure they are able to draw the best talent to their team.

What is brand culture?

Brand culture refers to the values, beliefs, attitudes and behaviors that define a brand or business. It represents how businesses operate and interact with their customers, employees, and stakeholders. Not to be confused with brand identity, which is an outward expression of a brand, brand culture is the internal expression.

Chanel’s culture, for example, is reportedly centered around elegance and sophistication. It prioritizes quality over quantity, and they are known for meticulous attention to detail. Chanel employees are proud to be a part of the brand’s legacy, and the company values individuality and creativity.

Put simply, culture is what makes a brand unique and helps to differentiate it from its competitors. It includes everything from the brand’s visual identity and messaging to its internal processes and policies. Brand culture is essential in creating a brand that attracts talent because it creates an environment that employees want to be a part of or attracts customers who share the same values, making it a win-win situation for the brand as a whole as well as its employees.

Truth be told, however, there are many brands whose external brand identity is beautiful, but when you peel back the layers, internal culture including employee experience doesn’t align with the public image the brand wishes to portray. This results in high employee turnover and can ultimately affect the overall business and health of the organization and brand.

Why is brand culture important in attracting talent?

When it comes to luxury and premium brands, the expectations are higher for not only the products and services but also the work culture. Employees expect to work in an environment that is consistent with the high standards of the brand they are associated with. A strong brand culture sets the tone for a company’s vision and mission and how the organization operates both internally and externally.

Luxury and premium brands often require a specific set of skills, knowledge and expertise that can be hard to find. By promoting a brand culture that aligns with the company’s values, brands can attract professionals who share the same passion and dedication toward the brand.

Moreover, a brand culture creates a sense of belonging and motivation among employees. Employees who are proud of their brand and its culture tend to be more productive, innovative and committed to achieving their goals. This is reflected in the quality of work produced and the level of customer service provided.

How can you create a strong brand culture?

Though not easy, creating a brand culture can attract and retain the talent needed to remain competitive. Here are some ways to build brand culture:

Define your brand values: Your brand values should be the guiding principles for everything your organization does. Clearly define these values and communicate them to your team and potential hires.
Lead by example: Culture starts at the top, and leaders should embody the brand values and culture they want to create. Set an example for your team by demonstrating the behaviors and attitudes that reflect your brand values.
Communicate your brand culture: Use internal communication channels to share your brand values, mission, and vision with your team. Regularly update them on your company culture initiatives and celebrate your culture wins.
Invest in your employees: Employees are the biggest ambassadors of your brand culture. Invest in their development, recognize their hard work and achievements, and provide opportunities for them to grow and contribute to the company culture.
Create a positive work environment: The physical environment and the work experience you offer can have a significant impact on your brand culture. Create a positive work environment that encourages collaboration, creativity, and engagement.

Creating a brand culture takes time, effort, and resources, but it is a crucial step in attracting and retaining top talent. With a clearly defined culture and strong leadership, you can build a team that embodies your brand values and drives your organization toward success.

Are you ready to build a strong brand culture and attract premium talent to your luxury brand? Let our team of experts guide you through the process. The Bowerman Group uses our years of market expertise and perspective from other brands so we can work with you to identify the key elements that define your brand and create a culture that resonates with potential hires. With our network of industry professionals, we’ll find the right fit for your team. Reach out to us today to learn more about how we can help you build a culture that attracts and retains the best talent