In order for your brand to resonate with the market, it has to be authentic. This means that the external actions of a company need to align with its internal culture–or do what you say you do.
When a company is successful at this, it can receive benefits of over 6 times the amount of revenue growth and over 7 times the amount of job growth. If that is not enough, companies listed on the Fortune 100 Best Companies to Work for significantly outperform the S& P 500, according to an 11-year study by John P Kotter and James L. Hesket.
The culture of your company drives how your prospective customers will perceive you. Everything that anyone from the company does affects this: how a rep lands a client, how the phone is answered, how the accountant pays an invoice.
How authentic are you?