Over the last decade, companies around the globe have begun prioritizing their company culture as a way to attract and retain top talent. Company culture means different things to different people. By definition, company culture is the overall environment of an organization. This environment encompasses the values, behaviors, and priorities of both the employees and the Brand. Therefore, it is incorrect for businesses to believe that hosting a Christmas party annually or a happy hour weekly will establish a positive company culture. The reality is that culture is the environment that your company upholds on a day to day basis. Culture starts with the top leadership of a company and trickles down through the entire organization. Culture is not something you are — it’s something you choose to do on a consistent basis.

At RocketDog, we believe that culture plays a huge role in your overall Branding. When you have a positive company culture, you are able to showcase the employees and clients that interact with your Brand. As a company, it is crucial that your Branding reflects your culture.

With so many components, you cannot establish a positive company culture overnight. Therefore, this article will discuss the six key elements to creating a great company culture.

1: Listen To Employees

Whether you run a small or a massive organization, listening to the concerns and compliments from your employees is a crucial step in creating a positive atmosphere. Whether positive or negative, the sentiments expressed by people will highlight areas of the company culture. Some individuals may be voicing frustration with their leadership. Some people may praise the flexibility they have as an employee. By carefully listening, the strengths and weaknesses of your organization will be revealed. In addition to identifying areas of growth, listening allows you to gain trust among your coworkers. 

Squarespace  is a brand that has prioritized the voice of each of their employees. Within Squarespace, there are very few levels of management. Because of this design, each employee feels freedom and responsibility. With little management, employees have the ability to directly access top-level executives.

2: Promote Wellness

Show that you care about the wellbeing of your employees both inside and outside of office hours. When you promote wellness initiatives, your employees feel valued. There are many ways you can incorporate wellness into your strategy, including:

  • Providing a variety of healthy snacks on site
  • Subsidizing gym memberships
  • Offering on site fitness classes

Not only should physical health be a priority, mental health is an important factor of culture as well. If individuals experience stress at work, it is likely to have a negative impact on their production. It is important that individuals feel empowered and capable. Many tensions can result from employees feeling that they are not able to succeed. Create an atmosphere where employees know that they can crush their goals. 

3: Create Opportunities For Friendships to Form

It is important for employees to connect with one another on a regular basis. Organized group lunches, friday happy hours, and community service days allow time for employees to connect. In today’s environment, it is critical to create avenues for meaningful connections to be made. When people are both friends and coworkers, there will be an increased trust between departments. Social gatherings will allow the top leadership to feel more accessible. Organized group events create a common ground for people across all departments.

Warby Parker is known for allocating portions of their budget to creating a positive company culture. They create an environment that is positive, always giving employees an event to look forward to in the future. Because there are resources and time that is allocated towards establishing a healthy culture, employees have ample opportunities to form friendships.

4: Highlights Areas of Strength

When establishing a company culture, it is crucial that people feel valued in the position that they are in. Let your employees be the experts in their field. Host lunch and learn sessions that are led by employees. Ask questions that allow people to showcase their knowledge. Create opportunities for individuals to continue their learning in their area of expertise. When people feel that they have value, they will want to continue bringing their services to the table.

5: Ask for Help

As you establish a company culture, involve each person in the development. Create teams that plan social outings or philanthropic events. Consider having a team that is responsible for gathering resources that can be used for further education. When you involve everyone in the execution of company culture, individuals will feel a sense of ownership and loyalty.

6: Identify Purpose

It is vital that employees know the purpose and goals associated with their role. Without purpose, there is no direction. In addition, it is important that people align with the overall vision of the organization. When people feel a sense of purpose in their role and in the company, they will be motivated to continue working through challenging seasons. To identify purpose, you must consider:

  • What motivates your employees
  • What are the common goals

These considerations will help to determine how to strengthen the culture of the group.

Why Company Culture Matters

Although company culture is talked about frequently, few Brands have an in-depth knowledge of how to establish a strong company culture. Culture is crucial to the overall Branding of your business. When people struggle to get integrated into the culture of a Brand, there will be a lower retention rate. A healthy environment attracts new talented individuals into the organization. If you are looking to expand the healthy culture of your company, there are many informative books that explain this topic further. Two of the most inspiring books about the value of culture are Culture Code and The Power of Moments.

How to Showcase Company Culture

Some Brands have incredible organizational cultures, but that is not reflected in their Branding. At RocketDog, we believe the environment of a company is crucial to its overall Branding. Branding is designed to portray the true identity of a company. This portrayal includes culture, products, services, marketing, collateral, and leadership. Without a healthy company culture, individuals are less likely to trust the services that you are offering. By integrating your company culture into your Brand strategy, you can expand your reach, establish trust in the marketplace, and attract top talent.


Your Branding should reflect your company culture. Company culture is the overall environment of your business. You can improve this environment by listening to employees, creating common objectives, highlighting areas of strength, and growing areas of weakness. Culture is not established overnight; it takes time to create an environment where everyone feels purpose. At RocketDog, we believe that great company culture should be showcased by Brands. If you are interested in revamping your Branding to reflect your culture, contact RocketDog today.