By LACHLAN MOORHEAD
BUILDING an influential brand isn’t easy.
Last week members of the Casey Cardinia Business Group Coffee Club gathered for the group’s final meeting in which Ros Weadman, from Melbourne PR and Marketing, spoke to them about building a “distinctive brand”.
Ms Weadman told the 20 guests inside the Casey Civic Centre on 2 December that a “business needs cultural pillars to support it”.
“There is solid research and many fantastic examples that show how company culture improves your brand, increases staff morale, productivity and retention, and increases profitability,” she said.
“In fact, culture influences whether or not people want to do business with you, buy from you, volunteer for you or attend your programs.”
Ms Weadman said that company culture was underpinned by a compelling vision, inspiring mission and “non-negotiable” core values.
“At the heart of business culture is the mission,” she said.
“It defines what the business stands for – its purpose and the difference it seeks to make in the world.”
The Casey Cardinia Business Group Coffee Club provides an opportunity for home-based and micro businesses to network with like-minded business owners, and hear from a variety of guest speakers.
Meetings are free but bookings are essential. For more information visit www.caseycardinia.com.au, or contact Tom Zsolt at the City of Casey on 9705 5200.
