Brand Congruent Culture


  • People believe in the product or service of the organization
  • People feel good about what their company is trying to achieve
  • Cooperation is good
  • People have a similar goal in the organisation
  • Use personal resources to actively solve problems
  • Not limited to job description, will actively look for solutions
  • Most everyone is in sales, marketing and PR; they are walking ambassadors
  • No conflict between organisations promise to customers and employees
  • Many are passionate about the product/service

Primary Values of a Brand Congruent Culture are:

Believe what you say
Live what you believe
Product/Service Improvement is everyone’s responsibility
Considerations in Evolving a Brand Congruent Culture:

Have people become aware of their personal goals and values?

  • Cultivate a continuous improvement campaign for the individuals
  • Infuse the idea that leadership is not a position but an identity that lets you excel in your endeavors.
  • Apply Directive Communication based Leadership training to align your people with an organisation centered leadership identity

Have leaders let go of ego and contribute by letting those who are in lesser positions of power, but are qualified, make decisions in their place?

  • Empowerment only works if people use it. People must be developed as leaders in their own areas.
  • Excess bureaucracy and control kills empowerment and leadership development.

Is the cooperation within the organisation for the job or a sincere action to contribute to others success?

  • Alignment of personal and organisational/group goals and values is essential for evolving to the next step
  • Apply Directive Communication psychology alignment strategies such as the 6 step Creative Synergy Program

Take the CCEE Corporate Culture Assessment Free