What Role Does Branding Play in Building a Strong Company Culture

Creating a company culture that resonates can be challenging for many real estate development and homebuilding brands. From internal communications and employee engagement to mission and brand experience, there are many aspects of branding to consider when building a solid culture for a home builder or developer.

What is a Brand?

Hub Spot describes a brand as “the identity and story of a company that makes it stand out from competitors that sell similar products and services.” More than just an appealing logo and an alluring color palette, a brand is a company’s reputation and promise that perfectly conveys value, vision and emotional connectivity.

Key components of a successful brand include:

• Company Story – An introduction or a background story covering the home builder or developer’s history.
• Cohesive Branding – A brand that stands out from competitors, including unique archetype, mission, vision, brand promise, FAQs, etc.
• Strategy – A clear understanding of how home buyers, Realtors and internal teams are treated and what services are offered.
• Logo/Guidelines – Brand guidelines help home builders and developers stay true to background, values and brand promise.
• Design – A cohesive visual identity includes specific typography, a precise color palette, design elements and photography.
• Voice – A concise and conversational tone of voice that provides consumers with clear brand direction.

How Branding Plays a Role in Company Culture

From leadership styles and communications to work environments and brand values, many factors impact culture. A cohesive company culture includes a brand with shared visions and values that aligns with employee communication and team engagement. 

Explore how each of the following branding factors contributes to culture:

• Shared Vision and Values – Branding aids in establishing the home builder’s core values and vision. Such principles shape culture by delivering a common purpose and shared beliefs among team members.
• Employee Alignment – A thoughtfully defined brand identity helps employees better understand the company’s identity and purpose. Employee alignment creates a sense of belonging and a shared dedication to the brand’s mission.
• Internal Communication – Branding materials, such as employee handbooks, brand guidelines and mission statements, serve as internal communication tools. These materials reinforce brand values, culture and expectations.
• Brand Experience – Internal team members often serve as the face of the brand, offering an in-person experience of the brand promise to the customers. A solid brand culture ensures employees are aligned with the brand’s customer-facing identity.
• Employee Engagement – A strong culture increases employee engagement and employee pride in their work. Engaged team members will advocate for the brand within and outside of the organization, contributing to its success and reputation.

Differences in Internal and External Branding

While branding is crucial for all home builders and developers, there is a difference in how it is implemented internally and externally. From audience focus to purpose and goals to methods and tools, there are various ways to represent a brand. Ensuring that employees understand which ways are meant for internal purposes and which strategies are used for external efforts is crucial. Here are a few differences to consider when branding internally and externally:

• Audience Focus

• Internally – The audience focus is on the employees/stakeholders shaping culture and values.

• Externally – The focus is targeted on the customers and prospects, showcasing a solid image and reputation.

• Purpose and Goals

• Internally – The purpose and goals of branding internally is to align the culture, values and mission to foster solid employee engagement and cohesion.

• Externally – Branding externally boasts the purpose and goals of attracting and retaining customers, creating brand recognition, driving sales and increasing revenue.

• Methods and Tools

• Internally – The best method to use when branding internally is to utilize communications, training and team-building initiatives to instill brand values and identity.

• Externally – Perfectly convey the brand promise and identity to customers through marketing, advertising and public relations.

Create a company culture centered around the brand to ensure that internal team members clearly understand the vision, messaging and values, providing consistency throughout all aspects of the brand.

How Milesbrand Builds Company Culture Through Branding

At Milesbrand, we aim to create a work environment that allows team members to grow and flourish. All Milesbrand employees understand our top three values – respect, full engagement and growth. Each team member upholds these values, making Milesbrand the reputable company it is today. Explore how our top three values aid in creating a strong company culture at Milesbrand:

• Respect – Milesbrand takes pride in routinely expressing its appreciation, empathy and compassion to employees and clients.
• Full Engagement – Whether guiding a client, creating a solution or supporting a teammate, Milesbrand focuses attention and energy on the moment. Practicing full engagement allows our team to stay mindful and utilize their expertise and knowledge to take on any challenge or opportunity.
• Growth – Milesbrand exudes an intentional focus on the personal and professional development of its team, leadership and innovation within the industry. Focusing on growth leads to individual advancements, expansion of enterprise and new opportunities for clients.

Build a Strong Company Culture Through Branding by Partnering with Milesbrand

Our talented team at Milesbrand holds the expertise, knowledge and experience to deliver the perfect branding strategies to help build a strong company culture. Contact us today to learn more about our services and how we can help your real estate development or homebuilding company!