La identidad de marca de su empresa choca con su cultura. ¿Cómo navegas esta difícil situación?

I’d start by gathering feedback from employees and stakeholders to understand where the culture is thriving and where it might be misaligned with the brand message. From there, I’d work on bridging the gap by fostering open discussions that align internal values with the external brand identity. Sometimes it’s the culture that needs to evolve, and other times it’s the brand message that needs adjusting. By creating a unified vision and ensuring both internal and external voices are heard, I can help align the brand with the company culture, building consistency and trust both inside and outside the organization.

Para alinhar a identidade da marca com a cultura interna, comece identificando os conflitos e buscando o alinhamento estratégico entre líderes. Reavalie valores e propósitos para garantir autenticidade e coerência entre as duas partes. Comunique de forma clara e transparente a direção desejada, promovendo integração por meio de treinamentos e workshops. Monitore o progresso com métricas e feedbacks contínuos, ajustando conforme necessário, e celebre as pequenas vitórias para incentivar o engajamento e reforçar o alinhamento.

When a brand identity clashes with company culture, alignment is key. From my experience, it’s crucial to start by assessing where the disconnect occurs. Is the brand projecting something aspirational but not yet embedded internally? In previous cases, we've helped clients adjust their brand narrative to better reflect their culture, while also fostering internal changes to live up to the brand’s promise. Communication is vital—engage employees, gather feedback, and ensure everyone understands the brand’s vision. Ultimately, success comes from harmonizing both identity and culture, not forcing one to match the other.

If the culture of the company and the brand identity no longer fit together, perhaps it is time to take another look at the core of the brand and the company and analyze where these differences come from. Has the company changed or developed further? Was the company sold and the new owner shaped the culture differently? Has the offer changed? In any case, you should sit down and find out exactly what the problem is and then think about what changes can help bring culture and identity back into harmony.

Ein Konflikt zwischen Markenidentität und Unternehmenskultur kann besonders im Gesundheitswesen schwierig sein, da Authentizität und Vertrauen essenziell sind. Um das zu lösen, setze ich auf offene Kommunikation mit allen Beteiligten. Durch interne Workshops wird sichergestellt, dass die Kultur und die Werte der Mitarbeiter stärker mit der Markenbotschaft übereinstimmen. Wenn die Marke die Kultur widerspiegelt, fühlt sich das Team als Teil der Mission und Patienten spüren diese Authentizität.