There are many definitions of what culture is and how it is fashioned, but to keep it simple, culture, as we know, is a specific lifestyle, belief, practice, behavior, and perception transmitted by a people from a specific society that is constantly both customary and inventive. But what does that mean in the business world? Well, from a business standpoint, culture is a set of representations that are taught, imparted, captivating, and interconnected by members of society. No one’s culture can have any impact if it is not imparted, through and abided by social doers. In other words, culture could not survive without a society. However, similarly, a society could not survive without culture.
So why is it important to mold culture within your brand? The obvious answer here is to boost customer appeal.
Whatever society, domain, or territory your brand serves, culture is vital for understanding the human behavior of the social doers. Each individual society, domain, or territory has its own personality, its own motivations, and its very own implications. Disregarding the critical role of culture within your brand may restrict advancement endeavors and create endemic complications for your business.
We live in a branded world: brands implant culture with importance. Brands are at the core of contemporary marketing. And what is marketing without customers? Your customers’ understanding of brand meaning significantly affects the subsequent “brand image.” Brand meaning is essential for consumers but means different things to different groups of people. Thus, we should attempt to comprehend the implications that are delivered, arranged, and flowed through them in order to increase customer appeal.
There is no doubt that culture’s effect on marketing and utilization has been growing considerably in recent years. In general, understanding consumer culture adds value to businesses and economies because it incorporates individuals and marketplaces. Therefore, in realizing diverse consumer behavior, the meanings of culture are important instruments to utilize in this process.
What are some of the “brand-specific” potent benefits of utilizing culture effectively in your marketing mix? 1. Competitive advantage — Your brand, which represents a customer’s choice to pick one item or service over another. 2. Brand equity and value — Consumers use your brand name because of its value and equity function. 3. Innovation — Brand acts like a “social glue” and “value link”; therefore, distinguished brands with an obvious piece or culture create individuality or uniqueness of the product or service.
To sum up, culture is common, but it is a living entity that assumes a focal role in society. Hence, the society and culture you operate should shape the portrayal and representation of your brand. Culture is marketable; brands that include cultural codes in their marketing mix are fruitful in the marketplace and progressively liable to boost appeal to consumers.
