The power of corporate culture

The power of corporate culture

The power of corporate culture, we all know that every established company has its own corporate culture. Corporate culture is a spiritual force that represents the company's values, beliefs, and highest goals. The following is about the power of corporate culture. I hope it will be helpful to everyone!

The power of corporate culture 1

Culture is the source of the progress of a country and a nation, and it is also the core strength of an enterprise's development. Products of the same quality have very different market performance due to different brands. Behind the brand is culture, and it is the power of brand culture that drives the growth of the brand.

No one can deny that ancient Greek mythology ignited the light of European civilization and built the spiritual homeland of the West; no one can deny that China’s cultural heritage of thousands of years has supported the cultural skeleton of the ancient country. . Wine is an industry with a profound cultural foundation. It can even be said that wine has developed along with the development of human civilization. The reason why there are so many brands around us that sales immediately drop as soon as their advertising and promotions stop, and so many brands are short-lived, is mainly because we have not created a strong cultural brand with high value, high reputation, distinctive personality, and rich associations.

All world-renowned brands have profound brand cultural connotations, which are not simply understood as the accumulation of time. The future development of Chinese wine must form its own cultural system in order to stand in the world's wine palace, rather than simply relying on large consumption. The main reason why many of our companies and brands fail to do well is that they do not truly understand the importance of culture to brands. A large number of imitations and even plagiarism, hasty product development, disregard of the nature of the industry, shoddy products, false brewing, etc. These are the root causes of the difficulty in building a truly good brand. This is a cognitive problem in the thinking of enterprises, especially business leaders. .

There are three levels of enterprise development: third-rate enterprises sell products, second-rate enterprises sell brands, and first-rate enterprises sell culture. Culture is the true core competitiveness of an enterprise. Corporate culture and brand culture have the imprint of the times. The reason why French wine has the supreme status in the world does not lie simply in the production area and the quality of its products, nor in its leading technology, but also in the global influence of wine culture. The status and influence reflected by this profound cultural accumulation are the real force for the growth of French wine. The reason why world-class wineries, mainly well-known French wineries, can be proud of the world does not lie in the quality itself, but more in the cultural value behind the brand.

The birth of culture is like two sides of a coin. When a company or brand is born, culture is born. It's just that great changes have taken place in the evolution of the day after tomorrow. In a sense, the product is just a carrier, and consumers obtain direct value returns by purchasing the product. However, consumers choose and purchase a certain product based on their recognition of the brand concept, which shows a philosophy and attitude towards life. The focus of brand culture is how to transform it into consumers' consumption culture, which can also be understood as consumers' purchasing reasons. Many brands have been working for many years but still fail to succeed. This is not only a problem of accumulation of time, but more importantly, the creation of brand culture cannot support the long-term development of the brand. Culture has a comprehensive impact on consumers. Cultural differences bring about different consumer attitudes and behaviors. The psychology of cross-cultural consumption and various factors affect brand choice. There are great differences between Eastern and Western cultures. When companies carry out cross-cultural brand promotion, they are faced with cultures that are hugely different or even completely different from their parent culture. People with different cultural backgrounds often make different choices about brands due to their different value orientations, ways of thinking, and behaviors. For example, food culture has a great influence on wine. People from different regions have very different tolerances for tannins. For example, people who are accustomed to drinking tea are often more tolerant of tannins in wine. China has many ethnic groups, a vast territory and a large population, and the tastes vary greatly from place to place, such as what kind of wine should be drunk when eating hot pot, etc.

Because the current Chinese market is a channel-driven market and even a brand-driven market, many companies are paying more attention to the construction of channels; because the cultivation of brands takes longer and requires more advanced strategies, many companies They are more willing to focus on product development and ignore brand building. The direct consequence is unstable market growth. Therefore, even brands or companies that have risen rapidly in recent years may soon decline or even die. In terms of product sales in the market, the main reasons are: without direct and realistic profit temptation, it is difficult to generate sales, and it is difficult to maintain corporate growth relying on the support of brand power, which leads the company to enter a "non-virtuous cycle." This situation could be concealed in the early stages of the crazy development of Chinese wine. However, as competition intensifies, it will be difficult for companies or brands that do not rely on cultural competitiveness to maintain long-term competitive advantages.

Although the power of culture is very powerful, due to traditional people’s understanding of culture is rather extreme and they think it is very imaginary and macroscopic. In fact, all culture is real and all culture is visible. , tangible. Because all manifestations of reality are manifestations of culture. For example, every word and deed of an enterprise's employees is a reflection of the company's culture. From the perspective of brand building, current corporate bosses have a misunderstanding: they think that as long as they create a set of VI visual identity images, they can fully utilize the role of the brand. However, what really determines brand value is the concept system. It determines the connotation and depth of the brand. It gives the brand soul and gives the brand vitality and unique value.

For enterprises, if they want brand culture to play a real role, the most important thing is to use the core value of the brand to guide the entire process of marketing communication. The marketing communication process includes the entire process from planting to brewing, from production to sales, from design to publicity, from channels to promotion, and from communication to service. Every behavior of the company in this process should reflect the core value of its brand to the letter. This means that every penny of business activities must be spent on "addition" to the brand. This can not only prevent marketing communications from deviating from the core value of the brand, but also form a virtuous cycle of rolling improvement in brand value. Many companies are wasting money every day but the boss may not know it. This is the main problem. For example, packaging design. What is good packaging design? Is it what the boss likes or what the consumers like? Is it what we think is beautiful or is it consistent with the brand value and brand personality? Is it one that keeps changing every year, or does it keep its core image unchanged? Do you use materials and craftsmanship to reflect class, or do you focus on intrinsic cultural value? etc. Although there is no absolute right or wrong, one thing is certain: the real "fight" in the brand battle is culture.

Culture cannot be simply imitated, but more about learning, inheritance and development. Chinese wine will gradually form its own culture in the future, including planting culture, brewing culture, production culture, consumption culture, etc. Only in this way can we have an important place on the world wine stage in the future, and even take the lead.

The power of culture is the real force for brand growth. The power of corporate culture 2

Two days ago, I was chatting with friends in the business world. My friend asked, which aspect of corporate human resources management is the most important? I replied, choose someone. What is the most important evaluation criterion for selecting candidates? I answered values. Because if there is a conflict at the level of values, it will be unfortunate for the individual and it will be a disaster for the company. Later, our topic quickly turned to corporate culture. Because corporate culture is a project of the human heart, the most important thing in educating people in a company is cultivating the heart, and the most important thing is cultivating morality.

People are great because of their dreams, and enterprises are prosperous because of culture

In the more than ten years I have served companies, I have often encountered two types of problems about corporate culture that have impressed me deeply. One is: Is corporate culture really important? The other type feels that corporate culture is always weak and can it really work? Regarding the first type of question, I often tell my clients that the importance and value of corporate culture have answered this question through the growth and expansion of countless outstanding companies. Corporate culture can constitute the core competitiveness of a company, and I have found that the more excellent a company is, the more it pays attention to corporate culture, and the more good a company pays attention to corporate culture, the better it is. This is a virtuous cycle, and some companies even manage their companies through culture and accumulate experience. Rich practical experience has made us move from excellence to excellence, and from excellence to greatness.

I also responded to the argument that corporate culture is weak and therefore doubts its role. I said that air is actually very empty. We cannot see or touch it, but we can feel its existence and cannot do without it all the time.

Corporate culture is the value code and behavioral norms of a company, which can also be said to be the value proposition. The most important thing is the core values. In fact, corporate culture is actually a management system. For example, when Xiaomi went public recently, countless "Mi fans" were excited about it. Some said it was a victory for Xiaomi culture, while others said it was a victory for Xiaomi's values. Huawei has grown from small to large, from weak to strong, and today it has basically achieved industry leadership. The founder of the company, Mr. Ren Zhengfei, believes that resources will eventually dry up and only culture will continue to thrive. The above elaboration once again confirms the extraordinary value and importance of corporate culture to enterprises. In addition, without Alibaba's "Six Meridians Divine Sword", the Eighteen Arhats might just be a legend.

Culture is the soul of an enterprise, and culture is the belief of an organization. Therefore, culture not only affects the current situation of the company, but also determines the future of the company.

According to data, the employees of Foxconn and Haidilao companies come from the same source and have the same level of education. Why did employees of Foxconn frequently jump off buildings for a period of time, while employees of Haidilao worked overtime until late at night but were embarrassed? A happy smile on your face? Are employees treated with respect? Are employees motivated at work? Are employees treated as labor tools? Are employees willing to struggle? Do employees truly agree with the company’s requirements? Different companies have different approaches to this, but the results are very different.

Siyuan's corporate mission is to help customers "create happiness" and help employees "create happiness". I appreciate that very much. Because it is human nature to pursue happiness, growth is the most beautiful among all things, and growth and change are always accompanied by happiness and beauty. Those excellent, outstanding and great companies all clearly expound the pursuit of truth, goodness and beauty in their corporate culture. Because truth, goodness and beauty are the closest to happiness. However, at the end of the development of many enterprises, entrepreneurs are overwhelmed and employees are extremely miserable, which is contrary to happiness. I think this is a phenomenon and practice that should not be advocated. On the contrary, it should be taken as a warning. Therefore, in a sense, corporate culture is the observance of universal truths, management is the persistence of management common sense, and corporate development is the observance of the laws of nature.

Just as Wang Wei, the founder of SF Express, said when his company was listed that he is a Buddhist believer, and Buddhism has been of great help to his career. The most useful thing is the law of cause and effect. For enterprises, planting good causes and reaping good results is not only applicable, but must also be respected and strictly followed. In addition, at the cultural level, we should also advocate values ??such as struggle as the cause, happiness as the effect, learning as the cause, growth as the effect, dedication as the cause, and success as the effect. In fact, corporate culture is corporate religion, which subtly affects all employees through value orientation, from behavior to habits.

So, how does corporate culture play a role in a company? Some companies have cultural slogans all over their walls, and employees shout slogans all day long. As a result, the corporate culture still remains at the level of false prosperity. Why? Because the culture is superficial and has not been deeply rooted in people's hearts, it has become a habit.

I believe that in order for corporate culture to exert its power, it must carry out systematic planning and scientific management around the following three steps.

Knowledge: Let employees know what to do. The company's core values ??and cultural philosophy system should be very clear and clear-cut in telling employees what the company opposes and what it advocates. In addition, the company must not only have a cultural concept system, but also a code of conduct that employees can easily follow. If the value code is not refined into a code of conduct, it can only mean that the company's corporate culture is at a retreat level.

Letter: Let employees believe that they should do this, that this is the right thing to do, and that it is good for themselves and the company. Doing so meets the company's requirements and can gain recognition and praise. It is extremely important for employees to have trust and identification with the company's core values.

Action: Allow employees to automatically and spontaneously turn cultural concepts into actions under the constraints of rules and encouragement by role models, and then internalize them into a habit over time. The implementation of culture requires entrepreneurs and managers to take the lead in setting an example and practice it personally.

If we strictly follow the above steps to strengthen cultural construction and cultural implementation, then corporate culture will eventually be able to take root, blossom and bear fruit, and truly be externalized in form, internalized in heart, and solidified in system.

A true corporate culture not only emphasizes internal and external coordination, the same desire from above and below, the unity of nature and man, and the unity of knowledge and action, but also can gather the meager efforts of individuals to form a majestic momentum, promote the development of the enterprise, and achieve long-term foundation. green. Therefore, regarding the power of corporate culture, I think it is as stated in the "Book of Changes": "Tao gives birth to one, one gives birth to two, and three gives birth to all things."