Employees should be well versed in how they should be communicating with customers and representing the brand. In order to accomplish this task, you must first establish the work culture and values behind the brand.

Define Values

Begin by determining the brand’s ‘why’. Look for the brand’s core values, strengths, purpose, and vision for the future. What are the long-term goals?

Define Culture

Work culture can be determined by the work environment, company mission, values, ethics, expectations, and goals. Decide on the collective purpose of the brand. How does this translate into or align with an individual’s purpose? What helps to ensure the culture is not compromised in the future?