What is Corporate Culture? How to Build Corporate Culture

Corporate culture is not only a compass to guide operations but also the "glue" that binds the team together, creating a unique identity and sustainable strength for the organization. Discover how to build a culture to promote long-term success!

What is corporate culture?

" Corporate culture is the way of thinking, living and working of each member in the organization." This clearly reflects the identity of the business through the way each individual in the organization interacts, makes decisions and acts on a daily basis.

Unlike strategy or technology that can be easily copied, corporate culture is unique, becomes a strong competitive advantage and brings sustainable success.

MBC - Management Through Culture

MBC (Management By Culture) is a modern management method that focuses on corporate culture. This method not only aims to increase productivity but also builds consensus and internal cohesion through shared values ​​and vision.

Elements of corporate culture

To create a strong corporate culture , the following elements play a core role. They shape how an organization operates, communicates, and develops over the long term.

1. Vision

Vision is the guiding light for an entire organization. A clear and compelling vision statement will help the business move toward a common goal and attract employee engagement.

2. Core Values

Core values ​​are the guiding principles for all actions and decisions in a business. They not only express identity but also ensure consistency in the way an organization operates and develops.

3. Human

People are at the heart of every corporate culture . It is the staff who will implement and spread cultural values ​​internally and externally.

4. The Power of Story

Stories of past struggles, successes, and lessons learned are powerful sources of inspiration. This is how organizations can connect emotionally and build loyalty from employees.

5. Open working environment

A transparent, open work environment helps employees maximize creativity and engagement. Spaces that encourage communication and idea sharing create positive energy and superior performance.

The role of corporate culture

Corporate culture is what shapes and sustains an organization’s identity. From attracting talent to improving performance, the role of culture in business success is undeniable.

Create your own unique business

Culture is the "DNA" of an organization, helping businesses become different and easily recognizable in the eyes of partners, customers and the public.

Attracting and retaining employees

Positive cultural values ​​help organizations not only attract but also retain the right talent. Employees feel comfortable, respected and motivated to work long-term.

Basis for employee control

Corporate culture is the standard for behavior of all members. It shapes the way individuals work and interact within the organization.

Create professionalism

An organization with a strong culture will easily build professionalism in every step of its operations, from human resource management to customer communication.

Enhance brand reputation

Businesses with a positive culture easily win the hearts of partners, customers and the community. This not only enhances reputation but also improves market position.

4 Sustainable Corporate Culture Models

These models help businesses find the management style and culture that best suits their goals and unique characteristics.

1. Clan Culture

Focusing on bonding as a family, this model encourages cooperation, sharing and mutual support.

2. Adhocracy Culture

Promoting innovation and creativity, this model is suitable for startups or high-tech industries.

3. Market Culture

Focused on results and competition, this model is suitable for businesses operating in the retail or service sector.

4. Hierarchy Culture

With an emphasis on order and control, this model is often found in large organizations where processes and systems are a top priority.

3 Stages of Corporate Culture Formation

1. Infancy

In the early stages, culture is often shaped by the values ​​that the founders bring. This is the first foundational moment.

2. Development stage

As an organization expands, its culture must adapt to changes in size and structure. At this point, core values ​​need to be formalized.

3. Adult stage

As an organization reaches stability, corporate culture needs to continually improve to avoid becoming obsolete or losing momentum.

5 Steps to Building an Effective Corporate Culture

Step 1: Analyze the current situation

Identify strengths and weaknesses in your current culture to develop appropriate improvement plans.

Step 2: Set expectations

Set the vision and values ​​that the organization wants to build, thereby helping employees understand the common goals.

Step 3: Build the foundation

Choose values ​​and behaviors that support sustainable development.

Step 4: Communicate value

Create internal communication campaigns so employees understand and adhere to the common culture.

Step 5: Evaluate and Improve

Monitor the effectiveness of the culture you build and make changes as needed.

Examples of Corporate Culture from Top Companies

Google

• Creative and flexible culture, encouraging employees to experiment with new ideas.
• Inspiring work environment with open spaces and top benefits.

Microsoft

• Focus on innovation, encourage continuous learning and improvement.
• Focus on diversity and inclusion.

Vinamilk

• Focus on product quality and social responsibility.
• Promote solidarity and sustainable development.

Some Frequently Asked Questions About Corporate Culture

1. Can corporate culture change?
   Yes. But it requires consensus and effort from the entire organization.
2. Which businesses need corporate culture?
   Every business needs it, regardless of size or industry.
3. What are the levels of corporate culture?
• Visible structure : Rules, rituals.
• Recognition value : Common idea.
• General view : Basic assumptions influence behavior.
4. Challenges in building corporate culture?
   Lack of consensus or clarity in vision and values.

Corporate culture is not only the "heart" but also the "soul" of an organization. A company with a strong culture will easily face challenges, attract talent and develop sustainably. Long-term vision, strong values ​​and cohesion are the keys to creating an excellent corporate culture.

Brand Manager – Specializing in Providing Comprehensive Marketing Services for Brands

Corporate culture is the core foundation for building a strong brand, and the Brand Manager is responsible for translating that value into effective marketing strategies. This role is becoming increasingly important in maintaining the synchronization between the organizational culture and the brand image in the market.

The Role of Brand Manager in Brand Building

1. Conveying corporate culture values
   Brand Manager ensures that marketing campaigns truly reflect the core values, vision and working style of the business.
2. Defining brand strategy
   From brand identity design to communications content, Brand Manager keeps every activity aligned with corporate culture.
3. Building customer relationships
   Through comprehensive marketing strategies, Brand Managers build loyalty and emotional connections between customers and brands.

Brand Managers are not only the ones who execute campaigns, but also the ones who connect corporate culture with the brand. They ensure that the brand is not only strong on the outside but also has depth from its internal values, creating a sustainable competitive advantage.