Promise – Noun, Verb, Brand.
A culture is born.
A naturally developed culture introduces itself as an unspoken feeling
and setting upon the inception of a new company’s promise, purpose,
passion, and personality. Culturally sound organizations realize the
dynamism they have created and this largely evolves and provides a
source of comfort and ease while growing and positioning itself within
a market space.
A professional organization with an extremely high chance of making an
impact on its clients knows they are built in 2 parts. One part is
the promise, the service, the commitment to excellence and the
uniqueness they create as a stand out staple in their respective
industry. This is corporate structure, policies, procedures, whatever
said company refers to their process and how it is established and
recognized as an important vehicle for clients to use for whatever
service or product of need.
Part two is cultural groundwork, energies that build into a corporate
personality. Part two is human. An unspoken vibe is blanketing
industry professionals within their newly born corporation. The vibe,
the mood, moves the promise forward and enhances confidence and
capabilities. This culture is felt amongst its employees, it’s seen
in work, it’s obvious to clients and guests to the firm. Part two
creates a relationship at first glance, meeting, call that makes the
company extremely favorable to the service seeking individual or
A culturally sound company’s binding energy force allows more honesty,
more room for creative processes and suggestions and overall welcoming
of things that may otherwise be resisted. There is no such thing as
negative culture. Negative culture is no culture, you either have
culture or you don’t. To mesh both humanism and professionalism and
base a company’s culture on this coupling is not developed when
forced. It is not always able to be established when written. True
culture is truly independent of intentional human planning. It’s the
cultivation of skill, service, industry and vibe. It’s the DNA that
makes a diverse group of human beings collaborate and deliver a
Brand | Marketing
Don’t over logo, your brand in itself is your logo. Your logo is your service, your message, your voice, your promise. Let your passion be your logo. Your graphics mean zero – your brand means everything. Be bold in your pursuit of excellence in service, be loyal to your business model, be consistent and stay grounded in the beliefs behind your brand.
~ Jennifer Swick, Chief Branding Officer