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Culture

If You Don’t Define Your Culture It Will Be Defined For You.

It seems “culture “ is popping up everywhere. We used to hear it just when we were talking about people and their cultural heritage. Now it’s used to define anything from Social Media, Human Resources, Big Business, and any entity that has 3 or more people involved.

It’s been rising to the surface for a while and I’ve been listening, so I can learn how to use it. How I bring my client's business culture to their marketing is how I will be spending my Fall energies. How do I define each unique culture, highlight it, and then use it for each of my clients?

So far the best reference is from the Harvard Innovation Labs YouTube channel. This one with Michael Skok - What It Takes: Vision, Mission & Culture I’m on my 3rd rewatch. This series is an excellent reference for startups and businesses in general.

Understanding the Significance of Culture in Marketing

Culture is the collective personality of an organization. It encompasses the values, beliefs, behaviors, and traditions that define how a company operates. In marketing, culture can be a powerful tool for building brand identity, connecting with target audiences, and differentiating a business from its competitors.

Here's why culture matters in marketing:

  • Authenticity: Consumers are increasingly drawn to authentic brands that align with their values. A well-defined culture allows a business to convey authenticity, fostering trust and loyalty among customers.

  • Emotional Connection: Culture can evoke emotions and create a sense of belonging among customers. When a business's culture resonates with its target audience, it fosters a deep emotional connection.

  • Differentiation: In a crowded marketplace, a strong and unique culture can set a business apart from its competitors. It becomes a key differentiator that attracts customers seeking something distinctive.

Strategic Culture For Marketing

Taking a strategic approach. Here are key steps to consider:

  • Define Target Audience: Understand the demographics and psychographics of the target audience. Tailor marketing messages to resonate with their values and beliefs.

  • Consistency: Ensure that the culture is consistently reflected in all marketing channels and touchpoints, from website design to customer service interactions.

  • Customer-Centric Approach: Use the organization's culture to inform product development and customer service practices. Show customers that their needs align with the company's values.

  • Storytelling Platforms: Identify the most appropriate platforms for storytelling. This could include social media, blogs, podcasts, or even in-person events.

  • Measure Impact: Establish key performance indicators (KPIs) related to cultural marketing efforts. Monitor and measure the impact of culture-based marketing campaigns.

  • Adapt and Evolve: As the organization evolves, its culture may evolve too. Continuously assess and adjust marketing strategies to align with any cultural shifts.


In today's competitive business landscape, defining and leveraging organizational culture in marketing is not just a choice; it's a necessity. Culture has the power to shape brand identity, connect with audiences on a deeper level, and set businesses apart from their competitors. By helping your clients define their culture, highlighting it effectively, and strategically implementing it in their marketing efforts, you can create a strong foundation for long-term success. Remember, culture is not a static concept; it evolves, and so should your marketing strategies to reflect the ever-changing values and beliefs of the organization.


If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

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Trina Gold

Master Creator

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