Liquid CEO, Scott Gardner, dives into how to align a company, its employees and customers around brand values to create what we call Brand Culture. B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader.

Brand Culture—B2B Growth—podcast #877

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A few topics covered in the podcast include dialogue around Liquid’s Brand Culture model, some recent data and how more and more of the employee experience is affecting the customer experience.

Creating a Brand Culture
If you can get your entire ecosystem of brand values aligned between your company, your employees and your customers—that’s the future of what we’re calling Brand Culture. And that’s where a circuit of authenticity is completed. It’s something that is a big struggle for most companies.

Brand Culture Metrics
Gallup just released a new survey that said only a third of global employees in their survey strongly agree with the statement, “The mission of my organization makes me feel my job is important.” About 63 percent of the same people surveyed said it’s “very likely” or “somewhat likely” they could find a job as good as the one they have. So, we’re dealing with a different type of employment economy than we’ve ever seen. What it means is we know employees are looking to work for brands that have a meaning beyond just making money. In tandem, customers and prospects are also increasingly looking for brands that have meaning.

Brand Culture EX
There are many other factors that showcase how a happy, healthy workplace with people who feel they’re part of something bigger than making money will lead to a more successful company. In fact, businesses are four times more profitable when investing in Employee Experience.

Looking to discuss how you can work to align your brand between your company, your employees and your customers? Let’s talk.