Making your brand a game-changer: how company culture can make a difference

Making your brand a game-changer: how company culture can make a difference

You may think that company culture is simply an internal aspect of a brand - but it’s so much more than that! Not only is it the personality of a company, which includes work environment, a company’s mission statement, values, ethics, and goals - but it also feeds onto how a brand interacts and engages with their customers.

Customers have shifted their focus from convenience to connection. Rather than choosing brands that are convenient in terms of price and availability, they’re wanting to buy from brands they feel a connection with. People are starting to expect brands to connect with them emotionally - and this all starts with a company’s culture. 

Here’s how a strong company culture can be a game-changer for your brand. 

Customers feel more connected with your brand

A strong company culture can have a HUGE impact on customer experience. When employees within a company feel engaged, excited and driven about what they do - it improves their work ethic and their interactions with customers. And when customers get an insight on what the company’s culture is like ‘behind-the-scenes’, it gives them an opportunity to connect with your brand on a deeper level. If they feel a strong connection with your brand, they’re more likely to become a loyal customer long-term.  

It makes your brand stand out from the crowd

Branding expert Denise Lee Yohn says that great brands start brand-building inside their organisations by cultivating a strong brand-led culture from within. Branding is so much more than logos, PR, and ad campaigns, it’s the identity and personality of a brand, and it can help set yourself apart. If you look at successful brands out there such as Coca-Cola, Google, and Apple - their branding stems from strong company values and culture, which has helped them become big brands of today.

Customers look for companies that align with their own values

Modern-day consumers aren’t just looking for companies to buy from, instead, they’re looking to buy from companies that align with their own personal values. When a company has values that align with its’ customers’, it helps build a sense of community and solidarity around the brand. Sharing your views, values, and social awareness can do wonders in retaining loyal customers. Cone and Porter Novelli reported that two-thirds of consumers will jump ship from one product to another, if that new product comes from an organisation with a strong purpose or social stance. And 68% of them will share that organisations content across social media, further building awareness and buzz around that particular brand. 

It helps align your values, purpose & branding

Companies operate in a top-down “waterfall environment” where values and priorities from an executive level trickle down to all other departments. A strong company culture that starts right from the top can help build values and purpose that aligns with the brand’s overall culture. With an aligned purpose that is clear at all levels of the company, your brand’s identity and voice becomes whole lot stronger. 

Here’s a few more ways a strong company culture can improve your brand’s marketing and growth.




Now, more than ever before, organisations should focus on purpose, values, and company culture to enhance their brand’s image inside and out. It sets direction for a business, and can drive change from within, helping to shape the experiences an organisation creates for its customers and employees. 

Is your brand not experiencing the growth it deserves? Here’s a few reasons why your brand might not be thriving to help you tackle the issue head on. 

For more on branding, digital marketing, social media & more head to the Blackdrop Blog!


How to optimise your landing page for better conversions

4 steps for turning your leads into conversions

It’s one thing to acquire and attract new leads, but converting those leads into paying customers is a whole other ball game. It all starts with having a strong sales funnel that’ll take your prospective leads through a process that will eventually turn them into loyal customers. 

Here’s 4 steps that’ll help you convert your leads into customers and boost your conversions.

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5 reasons why your brand might not be thriving

Marketing 101 - the basic fundamentals you need to know

The wonderful world of marketing is a complex one. That’s why it’s so important to understand the basic fundamentals before undertaking a marketing strategy of your own. Marketing involves many different disciplines, strategies and tactics to help promote business. However, every strategy has a few underlying concepts that is essential to know.

Here’s our Marketing 101 guide to help you understand the basic fundamentals of marketing. 

First off, what is marketing?

Before you dive into marketing, you’ll need to know what the purpose of it is. 

Marketing is basically the action of promoting and selling products and/or services. This includes everything from market research and the planning of methods and tactics, all the way down to specific advertising strategies. The goal of your marketing strategy is to motivate target audiences to engage with your business, and ultimately make a purchase. 

The Marketing Process

Every business - no matter which industry - will have the same marketing process. It’s the cycle in which you acquire and retain customers to continue engaging and buying from you.



1. Thorough examination of customer, product, and competitive research.

To begin your marketing process, you’ll need to undertake thorough research to help you understand your customers and your market environment. The focus of this step is to determine who your target audience is, what the best ways to target them is, and how you can place your product as a ‘first choice’ compared to your competitors.

2. Development of marketing strategies 

After conducting thorough market research, you’ll be able to create product, pricing, and packaging strategies that are developed with your target audience in mind. This will also include developing distribution and marketing strategies that are designed to meet with the interests of your customers and the realities of your market environment.

3. Promotion

To grab the attention of your audience, develop promotional strategies through advertising, public relations, web presence, and online customer interactions to prompt product purchases. 

4. Sales programs

To help you convert consumer interest into end-purchases, implement a strong sales program that is backed by effective delivery systems.

5. Customer Service

The final stage of the cycle is to uphold good customer service. It’ll help build customer satisfaction, encourage repeat purchases, and help you develop customer loyalty, inspire positive reviews, recommendations and word of mouth. 

Once you understand the concept of the marketing process, it’s time to start digging deeper into your own marketing plan. 

The fundamentals of a marketing plan

To create your own marketing plan, you’ll need these key components. 

  • An overview of your current market situation, including your customer profile, and variables that can affect your customers, competitors, and business environment.
  • Define your marketing goals, objectives, and metrics
  • Define your company’s positioning and branding statements
  • Develop marketing strategies - which include your plans for product, distribution, pricing and promotions. Additionally, this will include your strategy for retaining customers, encouraging repeat purchases, and building loyalty within your customer base
  • Define your marketing budget
  • Describe what your tactical and actionable plans are
  • Define your short-term and long-term objectives 
  • Monitor your results - test and analyse your strategies to see if they are effective

The most effective types of marketing strategies in today’s digital age

When thinking about modern day marketing, our focus tends to shift towards digital. The most effective types of marketing strategies for businesses today is centred around digital marketing. Not only is digital marketing cost-effective (compared to traditional strategies) but it’s also capable of reaching wider audiences that weren’t as easy to target 10 years ago. It has opened up a range of possibilities for small businesses to grow and and thrive not just locally, but globally too. 

Here’s some of the main strategies included in Digital Marketing. 

  • Social Media Marketing
  • Search Engine Optimisation
  • PPC Marketing
  • Email Marketing
  • Content Marketing

Although digital marketing has become a force of nature, traditional strategies can still be effective marketing methods for business. Here are a few traditional marketing strategies:

  • Direct Mail
  • Radio, TV, Newspapers
  • Print advertisements
  • Telemarketing
  • Billboards

Head to our blog post to learn more about our take on digital vs traditional marketing. 

If you’re looking to grow your business, get in touch with us to guide you through these effective digital marketing strategies!

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