Intentional Cultures build Legacy: a brand strategy perspective

Illustration by Flore Thevoux

I had a client come to me the other day, saying he wants a legacy brand. He wants his brand to outlive him, to be something that’s remembered in his industry. We walked through his revenue goals — $500k in sales by the end of the year, $750k in sales for Q1 of 2025, $1.5 million in sales by Q3 2025.

When I hear numbers like that, it feels otherworldly… and it is. This man lives in a different world from my creative one, with a very specific profit based mindset trained by decades of executive experience. He knows numbers and knows how to make an impact through them.

However, when it comes to defining the culture of his brand, he’s at a bit of a loss and rests on his mentee of 30+ years (the design brain of the company) to help him figure that out.

This situation is unique in that most of the CEOs I’ve worked with are the ones with the creative vision for their brands. They are the ones who receive the principle creative download and outsource the activation of it to the rest of their team.

Here, the creative control and cultural vision for the company is handed off to another team member almost entirely. What does that tell me?

1. There is a tremendous amount of trust present within the team.

2. Each team member is appropriately recognized for their strengths and supported in the growth & development of those strengths.

3. The company’s internal work culture lacks unity. Each person is approaching it from their limited experience and no real work has been done to bring it all together. That’s where I come in!

There are SO many benefits to establishing strong, dynamic, creative, and constantly evolving cultures within companies.

It attracts & retains quality talent

An environment where values are discussed openly and embodied by the leaders of the organization attracts talent that resonates with those beliefs, and consistent work to uphold and build on those values gives people reasons to stay.

It helps people feel heard

The intentional growth creates is an overall sense of clarity within the organization and people feel safe enough to communicate the changes they wish to see.

A motivating & inspirational force

It’s easy to get bogged down by the tedious actions of the day to day. Experiencing an organization that historically was stuck in the weeds, pull itself out and carve a prosperous future for itself is inspiring to almost anyone that is experiencing it first hand. To see an equal or greater effort being made by all members of the leadership to change how they’ve been doing things motivates the entire team to do the same in their own lives.

It fosters a sense of unity

We need more parties, more opportunities to celebrate all of the hard work that has led up to this moment. A strong, organized, purpose-led organization brings fulfillment and union to its people.

Brand strategy at its core I believe, is a form of team building. My specific approach is done through multiple interviews with the key players of the organization and top clients, a few interactive, strategic workshops, and extensive competitive market research.

The results of this work is

1. Collective hype: people are genuinely excited and their professional purpose is reinvigorated.

2. Alignment: people have a clearer picture of what the company is and what it stands for, making it easier for them to align their actions towards a common goal.

3. Personal & Professional Growth: collecting perspectives from multiple points of view within the company creates space for a thoughtful, genuine, connected leadership. This allows for tremendous growth with all parties involved.

4. Group Identity: If done right, brand strategy nurtures belonging and trust within all members involved in its creation. People know who they are and what their roles are in relationship to one another and the collective vision for the organization’s future.

   
   

Committing to your Future

For any lasting change to root, it requires an equal level of commitment from all parties involved. Your brand’s culture is a garden, a constantly evolving organism that requires consistent, active tending. Plant the seeds and watch your flowers grow.

If you’re interested in getting a professional overview and diagnosis of your company’s culture, I offer brand intensive audits. These are deep dives into the elements that make up your company’s brand, including light competitive research, positioning analysis, and brand image consulting.

Book a free 15 minute discovery call with me below to learn more:

https://calendly.com/jegayo/15minutediscovery

To your continued success.

~ Flore