To Build a Brand that Lasts, Dedicate Time to Cultural Intelligence Now

By Stefan Embry, Chief of Staff at Praytell 

‍

Since the tumult of 2020, it’s been evidently clear that a laissez-faire approach to cultural intelligence puts brands at risk. What is Cultural Intelligence? Simply put, it’s your ability to strategically reach multiple cultures; it's core to the agility of your brand. It takes time and intention to get your brand up to speed. 

‍

In the past three years we’ve seen employees demanding greater focus on diversity and psychological safety, celebrities and business leaders being held accountable for their private flight environmental footprint and a sharper focus on equity for gig workers in the new economy. All of this has had an impact on brand perception and in some cases, the bottom line. 

‍

When it comes to brand reputation - it's important to not only build strategy for the target consumer, but to keep cultural stakeholders (consumers or not) in mind as well. Three cultural stakeholders all comms professionals must take into consideration: diverse & allied communities, ESG-minded investors + partners, and finally, your own employees. 

‍

Because of intertwined interests, these three groups look to one another when making critical decisions. Buying decisions, employment decisions, and investment decisions all rely upon one thing: a brand’s ability to move with culture.  

‍

The best way to hedge risk with these stakeholders? Preparation. Starting today, continually and purposefully instill cultural intelligence across your brand to meet the demands of the new business landscape. 

‍

Here are three ways to future-proof your brand for cultural shifts to come: 

‍

1. Routinely Reexamine the “Now “

• Culture moves fast and with technology, we’ve begun to uncover and contextualize more about our past. It’s important that brands stay up to date on cultural movements that may impact their reputation and industry footing.  
• Action: Bi-annually compile the latest news, trends and competitive intel as it relates to shifting cultural moods key to your business 

2. Engage In Tough Convos 

• Engage in facilitated conversations with employees to both examine how current cultural intel should impact your strategy and uncover additional learnings from this important stakeholder group 
• In the event that cultural crises/issues come up - your team will be in a better flow state to problem solve and respond. 
• Action: Annually workshop brand narrative and values with key employees to ensure alignment across all channels 

3. Future Proof with Ready-to-Enact Plans

• Future-proof your brand by creating ready-to-go plans in case of a cultural issue/crisis. 
• Action: Develop key messaging, create a Cultural Response Counsel within the brand, clarify and strengthen key community  partner relationships and create a DEI Style Guide for organizational alignment 

‍

Looking for tools and strategic counsel for cultivating and protecting your brand reputation?  Learn more and apply to be a client here. 

‍