What Does Your Corporate Culture have to do with Marketing Success?

Corporate Culture and Marketing Success


At first glance, company culture is a human resources concern. Right? They ask, “Are our employees working toward the same goals?” and “Does our work environment support the collaboration and transparency we value as an organization?” And don’t forget the hot-button question in today’s workplace: “Are our employees engaged?”

You can’t overlook the impact of company culture on a company’s bottom-line—and that, of course, is tied to marketing success.

The Culture Connection

In working with clients’ marketing departments day in and day out—and operating within our own office ecosystem—we’ve seen that corporate culture has a heck of a lot to do with marketing strategy and performance. That’s because when employees share common goals and values, a sort of  “synchronicity” informs their strategy and creative decisions, implementation and follow-through.

In fact, the Entrepreneur article, How Does Company Culture Actually Lead to Success? explores a culture’s influence on brand identity. A winning culture, they suggest, can help develop a distinguishing brand reputation that leads to better business performance. They give the example of a company who prides themselves on being informal and conversational and whose customer service reps are themselves more conversational and friendly with customers. The customers, in turn, see the brand as more casual and approachable. “Unique brands always have an edge over brands that blend in with the competition,” they contend, “so the stronger your culture is, the stronger your brand can perform.”

When it comes to marketing—building brand awareness, communicating and generating a desired action from customers and prospective customers, and pricing & delivering your products or services—here’s how your company culture contributes:

  • Within the company. While employees across all functions are working on different projects, they represent the company brand and play an important part in shaping customers’ perceptions. Each interaction, conversation or email, sends a message about what matters to your organization. A strong culture promotes the behaviors and attitudes that you want to share with customers and partners.
  • Within your marketing team. A corporate culture that aligns individual contributions with departmental and company goals is likely to result in more targeted and effective marketing campaigns, not to mention smoother teamwork. What’s more, because culture is so closely tied with an employee’s job satisfaction, it stands to reason that a happy marketing person will be more innovative and creative. And don’t we all love employees and clients who are passionate about their work and do their best?
  • With your marketing agency. It’s essential that you’re in sync with the folks who support your marketing efforts, whether they’re an extension of your existing team or step in for project work. We’ve learned that when a company and agency share work styles and values—with respect to quality, timeliness, and professionalism, for starters—our client relationships really thrive. We have a deeper understanding of your business needs and what defines success. And, importantly, our work together will do a better job attracting customers who are the “right fit” for your company and building lifetime value.

Driving Marketing Success

Whether you’ve thought about it or not, your company culture shapes your entire approach to successfully “get the job done.” And it shines from the inside out. It spills over from the C-suite to cubicles and into conversations with your colleagues, customers, and business partners and into your sales and marketing campaigns. It casts light on your company brand and enhances your customers’ experiences, impacting sales and long-term goals.

And if these aren’t marketing concerns, then we don’t know what is!