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Threats To Brand Culture

As organizations move from physical offices to hybrid and digital-first environments, executives say maintaining a healthy brand culture is the biggest challenge they face.

Today, team members spend 65% less time in a physical office. Remote work has proven efficient for organizations and popular with their teams. It’s worked so well in fact that 2021 was the most profitable time for corporate America since the World War II years. There’s no doubt, remote work is here to stay.

Organizations have gained efficiency, but with traditional technology limitations they’ve lost the human element and brand culture suffers. As team members feel disconnected from brand culture, dissatisfaction and turnover rates increase. For human resource departments, finding solutions for maintaining brand culture is critical.

What is brand culture?

Brand culture encompasses the shared mission, vision, and values between the organization and its team members. Culture is what initially brings people together and provides the incentive to keep people together. Team members gather around a common purpose such as products or services in which they believe or perspectives they share. In effective cultures, team members:

  • Understand and embrace the corporate mission, vision, and values
  • Feel connected, valued and committed to organizational goals
  • Reflect brand culture in the way they work internally with each other and externally with leads and customersbrand-culture-metaverse

In the traditional paradigm, everyone interacts in intentionally designed experiences under the same physical roof, making alignment with brand culture easier.

Effects of current technology on brand culture

In the new paradigm of hybrid and digital-first working environments, it’s hard to embrace the brand culture when you’re not under the same roof, sharing the same experiences. Basic video communication and project management platforms work fine for flat, linear communication. Team members can quickly deliver information for project-based work in an agile environment. However, efficiency has improved at the expense of brand culture.

Of course, there’s plenty of work to do, and it needs to be done, but a more holistic approach would increase productivity and personal satisfaction. Traditional technology can’t support team members from a human standpoint. Right now, team members working remotely are categorized – grouped at a certain professional tier or within a department and treated like demographics, like personas based on their roles and skills. They aren’t supported as human beings. Team members feel less connected, valued, and invested.

For example, there’s no way to spontaneously check-in, find out how team members are doing, and discover what they might need. Also, outside of their job descriptions and the teams they support, team members don’t have much opportunity to interact with others with whom they share common interests. They’re siloed. Moreover, traditional technology can’t support intentionally designed experiences, which are crucial for a thriving brand culture.

Threats to brand culture

That said, big picture, measurable threats to brand culture include:

  • Decreased team member engagement
  • Lower team member morale
  • Higher team member turnover

What do team members want?

To increase team member satisfaction and reduce costly turnover, organizations need to implement a different management style and tools that support:

  • Deeper connection – a feeling of inclusion and a sense of shared purpose like team members would experience if working on site
  • Radical flexibility – autonomy for team members, the ability to control where, when and how much they work
  • Feeling cared for – team members’ holistic well being

Brand culture solutions for hybrid and digital-first workplaces

So, what’s the solution? Now, we’re at the tail end of Web 2 and overlapping with the onset of Web 3. With Web 3, comes the Metaverse – the next iteration of the Internet. The next evolution in communication, the Metaverse is changing the way your team works. It starts with your own corporate metaverse powered by Meetaverse.

Meetaverse facilitates the same basic communication features as traditional platforms including video calls, screen sharing, file sharing, and chat. Plus, team members can navigate, communicate and collaborate face-to-face in immersive, fully branded, 3D spaces. In Meetaverse, your team members, whether they’re working on-site or remotely, can share the same intentionally designed experiences.

Meetaverse gives you the opportunity to create and gather in unique community spaces to deliver intentionally designed experiences centered around common activities. As individuals and teams can move around at will and connect anywhere, Meetaverse works well for breaking down silos, enabling and encouraging spontaneous conversation.

In addition to the daily work with their immediate teams, team members can go into different spaces and learn about what other groups are doing. There are opportunities to cross-pollinate information and ideas between departments and contribute to different conversations. Departments will connect and share more effectively, reducing duplication of work and ensuring alignment with overarching business requirements.

Bring people together around a galvanizing idea or simply take a break. Some of the greatest ideas happen during a moment at the water cooler. Beyond work-specific outcomes, support team members’ holistic well-being. Deliver intentionally designed experiences around professional development, cultural activities or shared personal interests.

Through intentionally designed experiences, conversations and collaboration happen organically, resulting in stronger bonds, which foster connection, a sense of belonging and community, and help maintain your brand culture. Create a digital workplace that connects your team, keeps your people happy and revitalizes your culture with a corporate metaverse powered by Meetaverse.

Features:

  • Meetings: formal and informal, 1-to-1, 1-to-many (facilitates group engagement)
  • Screen sharing: both in conversations and presentations with full screen capability
  • Ability to share files, videos and live stream
  • Meeting recordings (GDPR compliant)
  • Easy, self-guided navigation
  • Video/Audio calling
  • Chat: upload and download files (with emojis)
  • Fully customizable design with content integration for endless branding opportunities
  • Presentations: multiple configurations (multiple or panel presenters)
  • Audience participation with live Q&A, chat, emoticons, and more
  • Dashboard with administrative controls and analytics

Start your corporate metaverse now with Meetaverse. Experience it now.

FAQs:

In Meetaverse, your team members, whether they’re working on-site or remotely, can share the same intentionally designed experiences so they feel more connected, valued, and invested.

Meetaverse helps reduce siloing. Individuals and teams can connect anywhere in the environment to share information and ideas between departments, reducing duplication of work and ensuring alignment with overarching business requirements.

With Meetaverse, deliver intentionally designed experiences around professional development, cultural activities, or shared personal interests to provide a sense of connectedness and belonging beyond the work.

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