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Who is your business?
You’re right to feel like that’s a big question because it is. Products and services aside, your business is defined by the company culture you’re promoting across your teams. And let’s be honest, that’s no small thing.
Company culture directly influences a business’s success – it touches just about every corner of its operation. Establishing a strong culture is the key to attracting more employees, customers, and industry partners. Allowing a poor culture to grab ahold of your company quickly pushes those same stakeholders away.
There are several good reasons why company culture is critical for small businesses. These are some of the most important.
Defines your values
Your company culture is your values in action. The things you believe are important about running your business should be reflected in the actual running of your business. This can include where you source your products and raw materials, how you treat your customers, and your employment practices.
For example, a company culture that revolves around sustainability will include purchasing organic or local products, may have eco-friendly means of production, or might encourage its customers to recycle product containers when finished using the product. Your company culture should be representative of your values as a whole.
Activates your mission
If your business doesn’t already have a mission statement prepared, you might want to consider writing one. Here’s why: Mission statements clearly define the core reasons why your company does what it does. Once that purpose is established, effective company culture is the key to activating it across your organization.
Drawing from the earlier example, if your business uses and produces sustainable products, it actively represents its mission statement and, in turn, creates a culture that revolves around it. Your company's best practices and customer service guidelines should support your mission statement and help create a company culture that embodies it.
Gives your employees a sense of belonging
People work better when they feel like they belong or are part of a group. A robust company culture projects your values as a business owner and attracts potential employees who share your vision. Hiring people with the same passion for customer service as you do or who feel that your mission statement reflects their personal views means you have ambassadors for your philosophy.
Employees who embrace the company’s culture tend to perform better, as they have an incentive above their paycheck. You'll find that when you include your staff in the company culture, you help them form teammate bonds and improve the overall work environment. People who enjoy where they work generally work harder and provide better customer service.
Enriches your brand
Your business brand is important for marketing. A distinct company culture can help you develop a personality for your business that increases your authenticity among customers, an increasingly essential quality for reaching some key demographics.
Connecting with a smaller, local business is important. Building your brand through your values and company culture can help attract new customers as they discover that your culture and mission statement align with important things.
Involves your customers
Your employees aren't the only ones who benefit from a strong company culture. When you create an environment that consistently reflects your values and mission statement, you invite your customers to participate. This is important since your business should have the goal of meeting people's needs through the products it offers or services it provides.
Inviting your customers to buy into your company culture and values helps build relationships with them. Making your company culture visible through your website, blog posts, and social media allows you to include your customers in your mission. If you're all about sustainability, then having tips for your customers on being more eco-friendly includes them in your culture.
Takeaway
Having a strong company culture can help reduce employee turnover and increase the number of customers you have. Putting your business values into your daily operations helps you stay focused on your goals and will create a vibrant, positive workplace environment.
For more information
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