The Importance of Brand Culture for Employee Motivation and Productivity: A Case Study on TBWA Employees

Abstract

Higgens (2020) states that workplace productivity has a direct link to business growth and success and Buch (2010) explains how today’s methods of conducting business impede employee productivity. Furthermore, brand culture plays a big part in empowering employees to work hard, be motivated and reinforce the brands values (Yohn, 2017). Brand Culture is important in the organization, it dictates what employees might or might not do, and is considered a guide for organizational activities (Daud, 2020). By incorporating initiatives into employees’ work day, they are re-energized, enabling them to complete tasks more effectively, drive brand goals, feel more valued and work in a positive environment, ultimately improving work performance (Selig, 2017). Brand Culture is a useful tool for uniting each individual in an organisation who carries out team tasks as it is often portrayed in a shared sense (Daud, 2020). This study investigates the importance of brand culture in the workplace, through analysing different initiatives for a positive work environment, leadership development and the relationship between brand culture and employee motivation and productivity. For the purpose of keeping this study ethical and protecting the identity of participants, they will not be referred to by name, and all information provided is kept confidential. Technology is advancing, usage is increasing, ultimately effecting employees motivation and productivity within the workplace (Tran, 2019). The relevance is further stated in that brand culture investigates the values and behaviour’s that are understood by members of the organization. This improves employee output and advances organisational efficiency (Daud, 2020). The purpose of this study was to explore the subjective opinions of employees and determine the importance of Brand Culture in the workplace and how it correlates with employee productivity. It reviewed previous research, employee opinions and the Buy-in Benchmark as a theoretical concept (Thomson, de Chernatony, Arganbright and Khan, 1999). The methodology of this study took a qualitative approach, where exploratory data was collected in the form of an in-depth semi structured interviews. The rich data and findings that were revealed in this study led to a deeper understanding and insight into the behaviours and opinions of employees as well as how important brand culture is for their overall workplace motivation and productivity. A variety of recommendations were given in order to assist other marketing firms in generating initiatives for improved motivation and productivity, and a positive brand culture. From the research conducted it was understood that the brand culture of a company has both positive and negative effects on the motivation and productivity of employees. It was found that workplace environment is a key motivating factor which should constantly be evaluated and improved on in conjunction with employee communication and team checkins. It is evident that brands need to create a unique identity desired by consumers and employees and that employees need to feel empowered to interpret and reinforce these values and unique characteristics of the brand. Brands achieve this by cultivating a clear, strong, and distinctive brand-led culture. The Buy In Benchmark determined by Thomson, de Chernatony, Arganbright and Khan (1998) explains intellectual buy-in and emotional buyin, and how this relates to the extent to which employees are aligned with the brand, business goals and strategies. This related to the primary research question as the researcher was able to assess the positive and negative factors of brand culture by analysing the opinions of employees at TBWA and determining to what extent employees have intellectually and emotionally bought into and are aligned with the brand and organisational goals. Employees are vital for the success of the organisation, firms who focus on their employees, cultivate a culture of employees who are motivated to work (Taylor, 2017).