Why Brand Culture is the Glue that Holds your Company Together

Your brand is the face of your tech company. So, what does it look like? Is it friendly, trustworthy and reliable? Do you have a good amount of diversity? If not, then attention needs to be paid to your brand culture.

82% of respondents said they believe culture is a potential competitive advantage – Deloitte’s 2016 Global Human Capital Trends survey

Do you want to achieve your business goals? Brand culture is the cornerstone of successful brands. However, there needs to be an extra focus on tech start-up brands.

When first developing your tech start-up, you will have minimal sales and trading partners. However, what you will have are your missions, visions and values. This is, in fact, the company culture that will enable you to attract investment and aid in the recruitment process to catalyse your company’s development in the right direction.

No matter how much you try to convince your customers that you’re an amazing tech brand, no one will be convinced if your employees don’t feel it. Creating a strong, unified brand culture and encouraging the shared belief that you provide value to customers is critical to success in today’s competitive marketplace.


Here are some benefits and tips from our fintech marketing agency on how you can utilise Brand Culture to benefit employees and achieve your business goals:

How Brand Culture Improves The Morale Of Employees In A Tech Company

One of the benefits of having a good brand culture in your tech company is improving and maintaining positive workplace morale. Positive workplace culture can help your company’s employees unite behind a single, shared objective and give them a framework for how to conduct themselves. At the same time, the business is being operated daily. This raises employee satisfaction at your business and, as a result, strengthens the brand loyalty of your staff.

Research conducted by Human Resources Management and Ergonomics demonstrated a direct link between upholding a positive brand culture and attracting and keeping the best workers for your team. (Figurska and Matuska, 2013)


Case study: Microsoft

“Our ‘growth mindset’ culture lets us try amazing things; we are innovating like crazy right now.”

Jennifer, Principal Developer Evangelist, Machine Learning

Microsoft is one of the largest tech companies in the world; this foundation has a family brand culture emphasising collaboration and teamwork. Microsoft firmly believes that its culture should be built around a growth mindset. It begins with the conviction that anyone can change their mentality, that everyone has the capacity to grow and develop, and that potential is nurtured rather than predetermined. Microsoft brand culture hopes to improve morale by constantly being inspired to use our technology and innovation to enable people to do more and achieve more because we are in awe of what humans are willing to do.

How Brand Culture Increases the Engagement of your Workforce

Employee engagement is the amount of personal investment employees experience within their workspace. A more positive company culture induces a more engaged force of workers. Tech companies with higher employee engagement are 21% more profitable (Haiilo, 2022). Higher workforce engagement would enable a more powerful effort to achieve your business goals.

Case Study: Mastercard

Mastercard is ranked the 4th highest company for employee engagement. Mastercard focuses on diversity and inclusion, flexible work and gaining continuous employee feedback. The company believes diversity allows a wider range of input and perspective and higher innovation. Their flexible work style allows employees to work where they feel most productive. Their continuous feedback allows employees to feel heard and regularly have input into bettering Mastercard’s work culture and maximising work engagement.


How Higher Productivity within your Tech Brand is Related to Brand Culture

If your company culture is negative, employees are less motivated, and productivity will be compromised. Employees who feel their voices are heard are 4.6x more likely to feel motivated to perform better work (Forbes, 2022).


Case Study: Google

Google ranks 6th in having one of the best tech company work cultures. Google have a high focus on mental well-being and teamwork. The company promote mediation sessions for their employees to allow them the mental capacity to maximise their productivity within work. Their focus on teamwork also allows colleagues to build relationships and share ideas in a fun, interactive way, which highly boosts interactivity.

How Brand Culture Improves Customer Satisfaction For Your Tech Company

Any brand wants to win over potential customers by giving them the best experience possible each time it engages with them. Customer and employee satisfaction are closely related; studies have shown that when both are high, employees are more inclined to represent their employer’s brand favourably. This psychological cue shows that employees can ensure customer happiness while representing the brand.

A positive organisational culture that promotes a joyful, energised brand culture directly results in a commensurate boost in the sales and productivity of your IT firm. A positive brand culture that is visible to the public is a strategy to attract potential customers.

Case Study: RackSpace

According to Money Nomad (2017), RackSpace was ranked number 1 for having the best customer service due to the ‘Fanatical support’ they offered to their customers. The premise of Rackspace’s fanatical support is to ensure the importance of finding solutions for customers’ difficulties. Even when the problem doesn’t involve your business, consider methods to make your clients’ life easier if you want to elevate your customer service to a new level.


Tech Companies with a Stronger Brand Culture have Increased Revenue and Profit

An emphasis on a good work culture produces higher engagement, higher productivity, improved morale and a better customer experience. With these benefits in mind, companies with strong cultures have 4x more revenue growth (Forbes, 2022). Therefore, work culture doesn’t just improve your company’s internal aspects but also increases revenue.


Case Study: Microsoft

When Satya Nadella became CEO in 2014, there was a huge aim to adjust the work culture. Microsoft started to emphasise the importance of having a growth mindset instead of a harsh and pressured environment. Microsoft’s market value went from $300 billion in 2014 to $2 trillion today. Although this increase in revenue isn’t solely from company culture, the statistic displays an incredible development in Microsoft.


A tech brand’s culture is a major component of its ability to succeed in the market. A strong culture makes employees feel invested and motivated. This is why companies like Apple and Google have such loyal followings. Give yourself an advantage against your competitors, and get started today on improving the work culture in your tech brand!