The image and identity of a company is perceived based on the actions and manifestations it carries out. Whether these actions are done consciously or unconsciously, they have an impact on the vision of their clients, collaborators, suppliers and their entire environment on the organization. Identity is what the company ‘wants to be’ and so it manifests. On the other hand, the image is the perception or reflection that is formed towards the company. The identity and image are interrelated and make up the corporate culture. This is defined with the set of values, customs, beliefs and practices of the company.
Working the corporate culture creates innumerable benefits, among them the most important are;
- Teaches members of the company the correct ways to think, feel and do
- Stabilizes the social system
- Conveys a sense of identity, commitment and motivation to the members of the organization
- Highlights the importance of people
- Creates cohesion of working groups
- Controlled image of the organization
If an organization wants to start taking care of its corporate culture, here are some essential steps to start developing it. Remember that corporate culture is an aspect that needs to be taken care of day by day, it is not enough to implement it , it is not going to stand on its own:
1- Start from the highest levels
It is essential in the first place that the CEOs, founders or directors of the organization are clear about the need and benefits of the corporate culture. Usually a restructuring or changes in the process of the organization are necessary, these must start from the top and be transmitted to the entire organization.
2- Define the vision, mission and values of the company
These are the starting points to develop the corporate culture. Every organization must have these three concepts defined and also know how to transmit them properly. Well defined, they will help to make decisions for the company. The mission is the reason for the company’s existence. The vision, on the other hand, defines what the company wants to become or achieve in the future. The values detail the way of being and actions.
3- Involve all members of the company
Once the above concepts are met, the next step would be to start developing the corporate culture model. At this time it is ideal to start involving the company’s human team. An interesting proposal that we believe is useful is to involve all the employees of the company at this point. For example, they may be asked for an opinion or even brainstormed. It will not only bring them closer to this process, but it will serve the organization to listen to interesting ideas and it is a good formula to know how employees see the company.
4- Define the corporate culture
It is time to capture the corporate culture. It is about defining the desired model and establishing the bases to make it reach all those involved. In order to define the model, aspects such as communication within the company, behaviors, values, if it is a company that offers services or goods among others, among others, must be taken into account. And, this must reach the entire team.
5- Implementation of corporate culture
It is not possible to have a corporate culture overnight. It is a whole process of implementation and assimilation by the company and it’s members.
We believe that it is best to start working on implementation with the internal communication department so that the corporate culture spreads among the collaborators. Another formula that works very well is to detect leaders among the human team so that they can contribute to the execution of initiatives.
In addition, aspects of external projection will be worked on, such as the messages to be launched, image, reputation, among others.
6 – Communicate achievements
Finally, it is essential to share the good progress, achievements and news of the corporate culture with the company’s members. This implies any novelty that is directly or indirectly related to results produced from its application.
Implementing a corporate culture is essential, but it takes time, dedication and requires motivation from high levels to implement it, but also from all other collaborators to follow it and make it a habit. The use of tools such as Motiv, to motivate employees and manage the implementation of initiatives and benefits. These tools will facilitate the process and the company will be able to give a modern imagen, even more in the technological age in which we live.