Impact of Work Culture & Leadership on Brand Sustainability


Last week I was contacted, by an organisation involved in providing advisory services to entrepreneurs and business operating in the Halal industry targeting the global Muslim community, to speak at a workshop on ‘branding’. During my discussion with the organisers I realised that there was a communication gap occurring! What they meant by branding was all about logo and logo design & what I understand on the same issue, and was trying to get across to them, was all about ‘the insides of a brand’ that should be focused on in order for the branding to be engaging.

There are two extremely, critical areas, that we need to focus on when developing or making-over a brand:

  1. Work Culture: It’s important that time is spent on identifying the ‘way we do work’ or in other words how has the work flow processes come about; what are the key habits and behaviours that guide daily work flow and approach to tasks. Identifying the type of work culture results in knowing what is the possible brand personality that would be projected and     what would be potential service level standards. This has an impact on the nuts and bolts of what the brand promise would be, how it would be provided and communicated.
  2. Leadership: The other important aspect to evaluate is the type of leadership the organisation has i.e. is it a mentoring or coaching style of leadership where rank & file are encouraged to contribute ideas as well as align self-development goals with that or the business goals or is it a directive and instructional style of leadership where it’s a top-down order giver syndrome?

The style and type of leadership will have a direct impact on how the brand communicates both, internally & externally. This in turn will have an effect on the respective engagement programs that marketing and human resource would have to initialize.

Branding is not just a logo and its colour and design. Branding involves strong and deep understanding of business planning & organisational development i.e. business purpose, focus market identification for growth, resource mapping, work culture, leadership styles etc; coupled with the ability to translate this information into design and effective communication.

So the next time someone comes about saying “hey, can you help us on our branding” have a chat to ask your client on the above two points. You may be pleasantly surprised at the response you get.



2 thoughts on “Impact of Work Culture & Leadership on Brand Sustainability

  1. Well said! Unfortunately, many businesses are more concerned about the external look of the company through its website, letterheads and ‘brand’ colours than the inner workings, e.g. Work Culture, that make up the BRAND. Thanks for putting this word out, and thanks for the back-link to my blog!


    1. Thanks for seeing my post and for your comment. Your post was good reference too!
      It’s unfortunate but historically business has been run one way i.e. maximise profits (at all cost). Towards that the work that has gone in under the term “branding” is all short-term. It’s only in the past decade that one can see a much more concentrated focus on the real set-up of BRAND– culture, leadership, collaborativeness etc. All, perhaps due to the advent and rise of social media and the ability of the customer to run down a brand in mere minutes if transparency is not there.


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