Culture DNA: Build a Strong Organizational Identity

As leaders, we are intentional with our go-to-market strategy. We concentrate on our company’s strategic vision. We worry over our marketplace image and how to outshine competitors. Take a minute to stop and think about the amount of time you spend on gaining market share, pricing, expansion, the next big thing. Now, compare that with the amount of time you focus on your internal investment in company culture. Different? Similar?

As leaders, WE are responsible for culture, not HR, not somebody else. Us.

When it comes to culture, you either create it by design or you end up with it by default. It’s that simple. Culture is an investment. It aligns people internally, so they are in a position to successfully fulfill the external vision.

But how in the world do you implement culture?

Defined vs. Implied Culture

Think of culture like a backbone—it’s either strong and supportive or flimsy and unreliable. A strong culture is driven by clear values, consistent actions, excellent communication, and a shared sense of purpose. It’s the glue that keeps your team aligned and your goals on track. It takes training and reinforcement to build the muscle that supports it.

On the flip side, an implied culture is all over the place. It lacks direction, is full of assumption, leaves employees confused, and ultimately, impacts your bottom line. The choice is yours: define and nurture it, or deal with the fallout.

Intentional Culture Design

Culture doesn’t happen by accident. It starts with identifying your core values—the non-negotiables that define who you are. From there, it’s about aligning those values with everyday behaviors in processes, communications, accountabilities, etc. Leaders need to live these values and set the tone for everyone else, but it’s not enough without intentionally cultivating, training, and developing your employees to meet or even exceed your culture standards.

Your career is your responsibility, and that starts with fostering a culture that aligns with your values and goals. It’s the legacy you leave.

Considerations

Crafting your culture requires diving into how your employees experience the day-to-day. That’s what allows your culture to expand past an idea and infuse into the fabric of your organizational foundation. The environment you create, both physically and verbally, reinforces the values and behaviors you want to see in your organization.

Here’s some things to think about:

Organizational Dynamics

Work style: Is your environment flexible or more structured?
Leadership style: Are your leaders approachable, or do they rule from the top down? Are they parental or empowering?
Management approach: How do managers interact with their teams? Are they mentors or just the boss?
Physical environment: Does your physical environment promote health and wellness, creativity, and a sense of community? Or does it feel sterile, impersonal, and disconnected? What about the systems and processes your company employs?

Employee Experience

Access & Training: Can employees easily get what they need—resources, information, and leadership? Is training readily available for the employees to develop the skills and capabilities that match your values?
Psychological safety: Do employees feel safe to express ideas, take risks, and make mistakes without fear of negative consequences? This is a must-have for fostering an environment where everyone takes ownership—or what the Sera team refers to as the “My career is my responsibility” philosophy.
Values lived: Are your values more than just words? If one of your values is innovation, are you encouraging and rewarding new ideas? If you value customer service, are employees empowered to go above and beyond for customers? What about accountability?
Trust: Is there real trust across the board? Do your employees feel confident in the integrity and reliability of their leaders and colleagues?

Cultural Perception

Perception: How do people perceive your culture, both inside and outside the organization?
Aspiration: What are your long-term goals, and how does your culture support them?
Community engagement: Are you active in your community, or just a name on a building?
Company vernacular: Does the language you use reinforce your culture? Your company’s language should be intentional, supporting the culture you want to build and ensuring everyone is on the same page when it comes to your mission and values.

Developing Culture Health

So, how do you know if your culture is working? You objectively examine it, then proactively train for it.

Providing pizza parties or giving gifts might be nice perks, but these activities don’t drive culture. Positive culture health is about setting an intentional tone. It’s also about identifying culture killers - those people who are toxic or not culturally aligned - and addressing the behaviors to get them on board or move them out of the organization.

At Sera, we know desired culture results from consistency, reinforcing your values, excellent communication, and defining behaviors that embody your culture. We can help you pinpoint what’s working and what’s not, so you can develop and nurture a cultural environment that’s on the right track.

Bottom line: culture is the DNA of your organization. It defines who you are and how you operate. Get it right, and you’re set up for success. Get it wrong, and you’ll feel it in every corner of your business. Let’s make sure your culture is one you can be proud of.

Sera Business Advisors is a management consulting firm specializing in HR with a business-first approach. Sera fosters growth and strategic development through training programs, an extensive library of proprietary tools, and a deep understanding of business for emerging startups, middle market companies, and publicly traded companies. To learn more, visit seraadvisors.com.