How to Win More Customers Through Your Company Culture

Learn how your culture builds your brand and what that means for communication and growing your business. 

We don’t often think that culture and branding are connected. 

But Ted Vaughn – co-author of Culture Built My Brand and co-founder of Historic Agency – will show us otherwise.

In this episode, I speak with Ted about the Marquee Culture Method, what it is, how it works, and how to put it in place in your organization. 

Come away with a better understanding of how culture and branding are related and what you need to do to win more customers.

Here are a few of our top takeaways:

1. A brand is about people, not a strategy or logo.

The Marquee Culture Method is based on the idea that a company’s people are the “brightest and most significant” part of its brand — like a marquee sign on a building.

The core principle is that companies should be intentional about shaping their culture to reflect and differentiate their brand, rather than letting it develop passively or unintentionally. Southwest, Patagonia, and Starbucks are prime examples of brands that do this well. 

2. Culture starts with principles.

If you haven’t identified your company’s values, you need to start there. Make them actionable and differentiated (not just something like “honesty” because everyone assumes honesty). 

If you already have values but they are abstract, then you might want to attach two or three clear, sticky actionable items with each one. For example, Southwest is unlikely to hire “introverts who hate to talk on mic and don’t like people” because their culture is the opposite of that.

3. A brand shouldn’t be communicated vertically — from the top down — but it should be communicated laterally.

It should be something that everyone takes responsibility for and goes across the entire organization. When you start to understand how to contribute to the brand, you’ll see a breakthrough. That starts with communication between leaders.

Promote the idea that brand isn’t something you have — it’s who you are. Have quarterly conversations with key leaders to unpack the brand and think cohesively.

The bottom line is that people are the driving force behind a brand and a culture, not the other way around. Change is the only constant, so leaders need to be lifelong learners who are ready to embrace the values and benefits that future generations bring to a business.

Ready to build a culture that supports your brand? You need the right people! Schedule a free 30-minute consultation today to see how our experts can help you drive engagement, embrace flexibility, and focus on what matters most to you.