Why an Authentic Brand Story Is Key to Success in a Competitive Market

There aren't too many businesses that operate in non-competitive markets. Consider yourself lucky if you only have to face off with one or two major rivals. Most companies must attempt to stand out from an array of name brands, store labels, and substitutes.

I often see this in industries where entry barriers are low, the market is oversaturated, and solutions become commodities. In markets like these, you can't rise above the crowd using conventional competitive advantage strategies alone. You'll need a compelling brand storyto draw people in and keep them coming back. Otherwise, you're an afterthought in a sea of consumer choices. Authentic storytelling can make your brand the superior choice in a competitive market. Here's why.

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Originally published May 24, 2024 on inc.com

 

The Employee Experience and a Great Workplace Culture

Designing the Employee Experience to Improve Workplace Culture and Drive Performance

01 Employee Experience Definition

The employee experience is the journey an employee takes with your organization.

At its heart is this question: How are employees experiencing their workplace?

The answer is the sum of all interactions an employee has with an employer, from prerecruitment to post-exit. It includes everything from major milestones and personal relationships to technology use and the physical work environment.

Why does the employee experience matter?

All of the individual moments of an employee's experience play a role in how a worker feels about an employer's purpose, brand and culture.

These feelings directly affect employee engagement, retention, performance and development.

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Published: on gallup.com


How Employee Stories Can Strengthen Your Work Culture

Do Your Employee Stories Strengthen Your Work Culture—Or Not?

You Can Ensure That Your Desired Work Culture Is Reinforced by Stories

Have you ever listened—really listened—to the stories that your employees tell in your workplace? Are they inspiring stories about the time the team worked hard and saved the customer? Are they motivating anecdotes about the time all of the senior managers pitched in to meet a publication deadline?

Are they inspiring stories about coworkers that created glory for the group? Do they talk about a constant conversation with customers that inspires the direction of product development, marketing, and customer engagement teams? Do they celebrate the team that brought the project in under budget prior to the deadline?

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Author: Susan M. Heathfield
Published: Updated on March 30, 2020, on thebalancecareers.com