Many SMEs believe that the hard part is over when they are finally able to expand and hire, but in fact, this is where the hard part begins. What has come to be termed as "company culture" is something which, if not defined by the founders of the company early on, will become defined by its employees - their behavior, what they are willing to do for the good of the company, and the ideas which they feel are at the essence of what they are doing. All companies have a culture, whether it is recognized and consciously shaped or not.
Company culture can be good for a company or cause its downfall, depending on what it is. Company culture is responsible for how things are done at the company, including what decisions are made and how they're made.
Defining your company culture is similar to coming up with your brand, your company name and even your logo. It is more than a simple manifesto - it should be the backbone of every action that is taken, every email that is sent and every sale that is made. More than just a product of your vision and mission, it should go one step further and be able to answer the unasked questions: "What do we stand for? What is our ultimate goal? What do we all have in common?"
Company culture comprises a number of different elements; from email tone and style, to managing customer feedback, to the nature of relationships with suppliers and partners, and even to the way birthdays are celebrated in your company. Whether surprise parties and balloons are on the agenda, or perhaps cake in the conference room, the important thing is to know which your company is.
"How do I know what my company culture is? Or should be?" are questions which I am often asked. Taking a cue from companies with the strongest culture, everywhere from Apple to Zappos, and start by looking to the leadership. The personalities and beliefs of the leaders of a company are the easiest place to begin; and if that means you, then introspection is step one. Start by asking yourself, "What do I believe in? What do I want to stand for? What do I want people to think when I approach them to do business? How do I want my customers to perceive me?" These are all great starting points to start shaping your own company culture.
The benefits of having a strong company culture are not always obvious, and many small companies launch and take off without a second thought to shaping their culture, often to be met with a roadblock later, often one which could have been avoided with the right company culture in place. Employees are the first to adopt the culture, and if embraced, customers will jump on board too, building an emotional bond between the company and the customer, which has proven to be one of the most important motives for purchasing decisions and brand loyalty.
In short, your company culture needs to be something which your employees will eat, drink and breathe on a daily basis; something which they will support and embrace naturally, making them more aligned to the business and its goals, more positive, and ultimately help your company perform to the very best of its capabilities to achieve success.
© Zawya BusinessPulse 2013
