{"id":7333,"date":"2025-07-13T09:40:54","date_gmt":"2025-07-13T09:40:54","guid":{"rendered":"https:\/\/wpt.nineblaess.de\/blog\/wie-du-eine-starke-markenkultur-aufbaust-und-was-bedeutet-kultur-eigentlich\/"},"modified":"2026-06-06T10:55:41","modified_gmt":"2026-06-06T10:55:41","slug":"markenkultur","status":"publish","type":"post","link":"https:\/\/www.nineblaess.de\/de\/blog\/markenkultur\/","title":{"rendered":"Wie du eine starke Markenkultur aufbaust\u2014und was bedeutet Kultur eigentlich?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7333\" class=\"elementor elementor-7333 elementor-2007\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-17954c1 e-flex e-con-boxed e-con e-parent\" data-id=\"17954c1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9c5d411 elementor-widget elementor-widget-text-editor\" data-id=\"9c5d411\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Lass uns das Konzept von Kultur besser verstehen und herausfinden, wie verschiedene Disziplinen den Begriff definieren; und was wir daraus f\u00fcr die Entwicklung einer starken Markenkultur ableiten k\u00f6nnen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c636833 elementor-widget elementor-widget-heading\" data-id=\"c636833\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Was ist Kultur?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8c1098 elementor-widget elementor-widget-text-editor\" data-id=\"c8c1098\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Kultur ist ein schwieriger Begriff, weil er f\u00fcr verschiedene Menschen unterschiedliche Bedeutungen hat.<\/p><p>Der Soziologe Raymond Williams hat tats\u00e4chlich mal gesagt:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1674639 elementor-widget elementor-widget-heading\" data-id=\"1674639\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Was ist Markenkultur?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9225335 elementor-widget elementor-widget-text-editor\" data-id=\"9225335\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Genauso wie Kultur die Identit\u00e4t und die Interaktionen innerhalb einer Gemeinschaft formt, erf\u00fcllt die Markenkultur diese Rolle f\u00fcr dein Unternehmen.<\/p><p>Deine Markenkultur setzt sich aus den Werten, \u00dcberzeugungen und Symbolen zusammen, die beeinflussen, wie dein Unternehmen agiert, wie es mit seinen Kunden und Mitarbeitern umgeht und wie es sich auf dem Markt positioniert.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-39a9dc0 elementor-widget elementor-widget-heading\" data-id=\"39a9dc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Bestandteile einer Markenkultur<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6e149b elementor-widget elementor-widget-text-editor\" data-id=\"d6e149b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Deine Markenkultur entsteht durch eine Kombination greifbarer und nicht greifbarer Faktoren, die gemeinsam beeinflussen, wie Menschen deine Marke wahrnehmen.<\/p><p>Diese umfassen:<\/p><ul><li><strong>Vision und Mission:<\/strong> Das Ziel und die Ausrichtung deiner Marke.<\/li><li><strong><a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/markenwerte-praxis-beispiele\/\" target=\"_blank\" rel=\"noopener\">Werte:<\/a><\/strong> Die Grunds\u00e4tze, die alle Entscheidungen und Handlungen in deinem Unternehmen pr\u00e4gen.<\/li><li><strong>\u00dcberzeugungen:<\/strong> Die Ansichten deiner Marke.<\/li><li><strong>Verhaltensmuster:<\/strong> Die Handlungen, die das Engagement deiner Marke f\u00fcr ihre Werte und \u00dcberzeugungen demonstrieren.<\/li><li><strong>Interaktionen:<\/strong> Wie deine Marke mit Kunden, Mitarbeitern und Stakeholdern umgeht.<\/li><li><strong>Markenidentit\u00e4t:<\/strong> Der Ausdruck der einzigartigen <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/markenpersoenlichkeit\/\" target=\"_blank\" rel=\"noopener\">Pers\u00f6nlichkeit deiner Marke.<\/a><\/li><li><strong>Symbole:<\/strong> Visuelle, verbale oder andere <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/was-ist-sensory-branding-und-warum-koennte-es-das-naechste-grosse-thema-sein\/\" target=\"_blank\" rel=\"noopener\">sensorische Eindr\u00fccke<\/a>, die die einzigartige Identit\u00e4t deiner Marke ausmachen.<\/li><li><strong>Traditionen:<\/strong> Rituale, <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/brand-storytelling-wie-unternehmen-unsere-liebe-zu-geschichten-nutzen-koennen\/\" target=\"_blank\" rel=\"noopener\">Geschichten<\/a> oder Erfahrungen, die deine Markenidentit\u00e4t st\u00e4rken.<\/li><li><strong>Community:<\/strong> Eine Gruppe von Menschen, die durch ihre Affinit\u00e4t zu deiner Marke verbunden sind.<\/li><\/ul><p>Indem du diese Elemente strategisch ausrichtest und weiterentwickelst, kannst du eine Markenkultur schaffen, die deine Kunden und Mitarbeiter zu loyalen Anh\u00e4ngern macht.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cbf84cc elementor-widget elementor-widget-text-editor\" data-id=\"cbf84cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Die Einf\u00fchrung einer starken Markenkultur bringt viele Vorteile mit sich, zum Beispiel:<\/p><ul><li>Die Markenkultur wird zum Kompass f\u00fcr dein Unternehmen und gew\u00e4hrleistet, dass alle Handlungen konsequent mit den Werten und \u00dcberzeugungen \u00fcbereinstimmen.<\/li><li>Sie schafft starke Bindung zu deinen Kunden und Mitarbeitern, f\u00f6rdert das Gef\u00fchl der Zugeh\u00f6rigkeit und des Vertrauens, sowie eine gemeinsame Identit\u00e4t.<\/li><li>Durch die Kultur kann dein Unternehmen Spitzenkr\u00e4fte anziehen, die sich mit deinen Werten identifizieren.<\/li><li>Sie hilft au\u00dferdem, ein einheitliches Markenerlebnis zu schaffen\u2014sei es durch Geschichten, Handlungen oder visuelle Elemente.<\/li><li>Deine Markenkultur dient als Grundlage f\u00fcr jegliche Entscheidungsfindung.<\/li><li>Sie unterscheidet deine Marke von anderen.<\/li><li>Letztendlich tr\u00e4gt Markenkultur dazu bei, die Marke im Laufe der Zeit relevant zu halten.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e950c3 elementor-widget elementor-widget-text-editor\" data-id=\"8e950c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>A24<\/h3><p>A24 did something similar in film. There has always been an audience that liked emotionally complex, slightly uncomfortable indie cinema. Those people existed before A24, I was one of them. They were just scattered and underserved in the US.<\/p><p>A24 gave them a platform. Everything they do, from the films they produce to the way they market them, feels a bit strange yet very intentional.<\/p><p>All of it creates something people can see themselves in. After all, they don\u2019t really buy A24 merch because they\u2019re fans of a production company. Wearing one signals who they are.<\/p><p>Neither brand invented its culture. They understood it, gave it a home, and made it visible.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3645a9e elementor-widget elementor-widget-heading\" data-id=\"3645a9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">In 8 Schritten zu einer mitrei\u00dfenden Markenkultur<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88085fd elementor-widget elementor-widget-text-editor\" data-id=\"88085fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Definiere das Fundament deiner Marke<br><\/h3><p>Die Entwicklung deiner Markenkultur beginnt mit einem gr\u00fcndlichen Verst\u00e4ndnis deiner Marke.<\/p><p>Nimm dir Zeit, um die Mission, <a href=\"https:\/\/www.nineblaess.de\/de\/blog\/beispiele-markenpositionierung\/\">Positionierung<\/a> und Werte deiner Marke zu definieren. Diese Faktoren machen sp\u00e4ter ihre Pers\u00f6nlichkeit aus. <\/p><p>Wenn du dir im Klaren bist, wer deine Marke ist, f\u00fcr wen sie ist und warum sie existiert, bist du besser ger\u00fcstet, eine Kultur zu schaffen, die tats\u00e4chlich ankommt.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee20adf elementor-widget elementor-widget-heading\" data-id=\"ee20adf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Aufbau einer Markenkultur im digitalen Raum<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d23040 elementor-widget elementor-widget-text-editor\" data-id=\"2d23040\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In einer Zeit, in der immer mehr Marken online pr\u00e4sent sind, wird es schwieriger\u2014oder anders\u2014, eine Markenkultur aufzubauen.<\/p><p>Wie k\u00f6nnen Unternehmen in der digitalen Welt eine Kultur schaffen?<\/p><p><span data-preserver-spaces=\"true\">Einige traditionelle Ans\u00e4tze lassen sich vielleicht nicht nahtlos ins Digitale \u00fcbertragen, andere hingegen schon.<\/span><\/p><p><span data-preserver-spaces=\"true\">Zudem gewinnen manche Dinge an Bedeutung oder bieten ganz neue M\u00f6glichkeiten.<\/span><\/p><p>Schauen wir uns einige Punkte genauer an:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de317b2 elementor-widget elementor-widget-text-editor\" data-id=\"de317b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Best\u00e4ndigkeit<\/h3><p>Ob online oder offline: Konsistenz ist der Schl\u00fcssel zur Entwicklung einer starken Markenkultur.<\/p><p>Achte darauf, dass deine <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/markenstimme\/\" target=\"_blank\" rel=\"noopener\">Markenstimme<\/a>, Werte und Pers\u00f6nlichkeit in allen <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/brand-touchpoints-was-sie-sind-warum-sie-wichtig-sind-und-wie-du-sie-strategisch-entwickelst\/\" target=\"_blank\" rel=\"noopener\">Brand Touchpoints<\/a> konsistent zum Ausdruck kommen\u2014von der Webseite bis zu den sozialen Medien.<\/p><p>Diese Kontinuit\u00e4t schafft Vertrautheit und Loyalit\u00e4t mit deiner Marke.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9060ec elementor-widget elementor-widget-text-editor\" data-id=\"d9060ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Gemeinschaft<\/h3><p>Das Internet bietet eine gro\u00dfartige M\u00f6glichkeit, deine Community aufzubauen. Sei authentisch, starte Gespr\u00e4che, antworte auf Kommentare und f\u00f6rdere nutzergenerierte Inhalte. <\/p><p>Du kannst dein Publikum ermutigen, bei der Gestaltung deiner Markenkultur mitzuwirken, zum Beispiel durch Wettbewerbe oder Umfragen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fec1741 elementor-widget elementor-widget-text-editor\" data-id=\"fec1741\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Personalisierung<\/h3><p>Das Internet erm\u00f6glicht dir au\u00dferdem, deine Inhalte auf die spezifischen Bed\u00fcrfnisse und Interessen deiner Zielgruppe anzupassen.<\/p><p>Zeige ihnen, dass du sie verstehst, indem du \u201eindividuell\u201c auf ihre Vorlieben und Probleme eingehst.<\/p><p>Hier erf\u00e4hrst du mehr \u00fcber <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/personalisierung-fuer-kleine-marken\/\" target=\"_blank\" rel=\"noopener\">Personalisierung<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a45a8c8 elementor-widget elementor-widget-heading\" data-id=\"a45a8c8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wichtigste Punkte<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2d9385 elementor-widget elementor-widget-text-editor\" data-id=\"c2d9385\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>\u201eKultur\u201c umfasst erlernte Verhaltensweisen, \u00dcberzeugungen, Traditionen, Werte, Normen und Artefakte, die die Identit\u00e4t und Interaktionen einer bestimmten Gemeinschaft pr\u00e4gen.<\/li><li>\u00c4hnlich wie Kultur die Identit\u00e4t und Interaktionen innerhalb einer Gemeinschaft pr\u00e4gt, tut dies die Markenkultur f\u00fcr dein Unternehmen.<\/li><li>Elemente wie Vision, Werte, \u00dcberzeugungen und Markenidentit\u00e4t tragen zur Markenkultur bei.<\/li><li>Eine starke Markenkultur f\u00fchrt zu Loyalit\u00e4t, zieht Talente an, differenziert die Marke, unterst\u00fctzt die Entscheidungsfindung und vieles mehr.<\/li><li>Um deine Markenkultur von innen heraus aufzubauen, musst du als Vorbild agieren und deine Mitarbeiter mit einbeziehen.<\/li><\/ul><p>Wenn dir dieser Artikel gefallen hat, k\u00f6nnte dir auch mein Artikel \u00fcber <a href=\"https:\/\/wpt.nineblaess.de\/de\/blog\/employer-branding-top-talente-gewinnen-und-binden-durch-branding\/\" target=\"_blank\" rel=\"noopener\">Employer Branding<\/a>.<\/p><p>Wenn du eine starke Markenkultur f\u00fcr dein Unternehmen schaffen willst und nicht wei\u00dft, wo du anfangen sollst, <a href=\"https:\/\/wpt.nineblaess.de\/de\/kontakt\/\" target=\"_blank\" rel=\"noopener\">schreib mich gern an<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca6524b elementor-widget elementor-widget-heading\" data-id=\"ca6524b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to build brand culture as a small business<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e86602 elementor-widget elementor-widget-text-editor\" data-id=\"6e86602\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Brand culture isn\u2019t something you tick off a checklist. Building it never stops. But there are some practical places to start.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae3a5c6 elementor-widget elementor-widget-text-editor\" data-id=\"ae3a5c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Find, or decide, who you\u2019re for<\/h3><p>Most approaches say\u2014find your <a href=\"https:\/\/www.nineblaess.de\/blog\/why-its-important-to-identify-your-target-audience\/\">audience<\/a>, understand what they already believe, and build for them. That\u2019s a good starting point.<\/p><p>But <a href=\"https:\/\/www.nineblaess.de\/blog\/what-makes-a-strong-brand\/\">strong brands<\/a> often go further and decide who they want and build something so specific and compelling that those people find them.<\/p><p>Most of the clients I work with haven\u2019t fully answered that question before building their brand. Without it, it\u2019s almost impossible to tap into a culture meaningfully, because you don\u2019t yet know which culture you belong to.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5907484 elementor-widget elementor-widget-text-editor\" data-id=\"5907484\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Build from the inside out<\/h3><p>Before you think about how your brand looks or sounds externally, check whether your internal reality supports the external promise.<\/p><p>Do your values show up in how you treat your team and suppliers? Do your hiring decisions reflect your culture? Does the way you work feel consistent with what you say you stand for?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c231b16 elementor-widget elementor-widget-text-editor\" data-id=\"c231b16\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Be deliberate about who you\u2019re seen with<\/h3><p>Collaborations, stockists, events, partnerships\u2014these signal your culture as much as your identity does. Who you choose to be seen with already tells people which culture you belong to.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bb45eb elementor-widget elementor-widget-text-editor\" data-id=\"7bb45eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Think beyond your branding<\/h3><p>What\u2019s the cumulative feeling of everything you put out? Whether that\u2019s your Instagram feed or how you respond to a customer complaint\u2014every touchpoint either reinforces your culture or dilutes it.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b8c1dd elementor-widget elementor-widget-heading\" data-id=\"0b8c1dd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">So, what is brand culture exactly now?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab47f5c elementor-widget elementor-widget-text-editor\" data-id=\"ab47f5c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Brand culture isn\u2019t something you build. It\u2019s something that accumulates, when what you stand for on the inside matches what you put out, consistently, over time.<\/p><p>You can neither manufacture it, nor buy it with a rebrand. But you can lay the right foundations.<\/p><p>If you\u2019re still working on the foundations, such as your <a href=\"https:\/\/www.nineblaess.de\/blog\/brand-positioning\/\">brand positioning<\/a>, personality and values, my complete guide to <a href=\"https:\/\/www.nineblaess.de\/blog\/branding-for-small-businesses\/\">branding for small businesses<\/a> covers all of it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12679b3 elementor-widget elementor-widget-heading\" data-id=\"12679b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQ<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-109c7b7 elementor-widget elementor-widget-n-accordion\" data-id=\"109c7b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;default_state&quot;:&quot;all_collapsed&quot;,&quot;max_items_expended&quot;:&quot;multiple&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accordion. Open links with Enter or Space, close with Escape, and navigate with Arrow Keys\">\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1740\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1740\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><span class=\"e-n-accordion-item-title-text\"> Does brand culture apply to B2B companies too? <\/span><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M0,15.27v-5.02h24.87v5.02H0Z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M9.93,25.52v-10.25H0v-5.02h9.93V0h5.02v10.25h9.93v5.02h-9.93v10.25h-5.02Z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1740\" class=\"elementor-element elementor-element-447f7c9 e-con-full e-flex e-con e-child\" data-id=\"447f7c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e9e027d elementor-widget elementor-widget-text-editor\" data-id=\"e9e027d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Yes, and it might matter even more in B2B, where people buy into a relationship rather than just a product. Culture is what tells them whether they can trust you.<\/p><p>Notion built a community around their product. Mailchimp did something similar, tapping into the culture of independent business owners who felt overlooked by corporate tools.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1741\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1741\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><span class=\"e-n-accordion-item-title-text\"> Do I need a brand culture as a solopreneur or as a personal brand? <\/span><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M0,15.27v-5.02h24.87v5.02H0Z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M9.93,25.52v-10.25H0v-5.02h9.93V0h5.02v10.25h9.93v5.02h-9.93v10.25h-5.02Z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1741\" class=\"elementor-element elementor-element-0adc3e2 e-con-full e-flex e-con e-child\" data-id=\"0adc3e2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28a2349 elementor-widget elementor-widget-text-editor\" data-id=\"28a2349\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Yes, though it works a little differently. When you are the brand, you don\u2019t need to construct a culture from scratch.<\/p><p>You already have a personality and a point of view. The work is about knowing yourself well enough to articulate it clearly, and then expressing it consistently so the right people recognise themselves in it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1742\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1742\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><span class=\"e-n-accordion-item-title-text\"> What\u2019s the difference between brand personality and brand culture? <\/span><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M0,15.27v-5.02h24.87v5.02H0Z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M9.93,25.52v-10.25H0v-5.02h9.93V0h5.02v10.25h9.93v5.02h-9.93v10.25h-5.02Z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1742\" class=\"elementor-element elementor-element-cc878e4 e-con-full e-flex e-con e-child\" data-id=\"cc878e4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4a543a3 elementor-widget elementor-widget-text-editor\" data-id=\"4a543a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Brand personality is the voice\u2014how a brand expresses itself through its tone and attitude. Brand culture is bigger. It\u2019s the world the brand belongs to.<\/p><p>Let\u2019s use Oatly again. The personality is irreverent and a bit punk. The culture is what that personality does in the world\u2014publishing the lawsuit against them as an ad, running the weird \u201cWow No Cow\u201d Super Bowl spot.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1743\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"4\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1743\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><span class=\"e-n-accordion-item-title-text\"> Do I need to have an opinion on everything to build brand culture? <\/span><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M0,15.27v-5.02h24.87v5.02H0Z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" id=\"Layer_1\" data-name=\"Layer 1\" viewBox=\"0 0 24.87 25.52\"><path d=\"M9.93,25.52v-10.25H0v-5.02h9.93V0h5.02v10.25h9.93v5.02h-9.93v10.25h-5.02Z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1743\" class=\"elementor-element elementor-element-80c0bf5 e-con-full e-flex e-con e-child\" data-id=\"80c0bf5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7a8c27f elementor-widget elementor-widget-text-editor\" data-id=\"7a8c27f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>No, but standing for something does help, even if it means appalling some people. Weak connections with everyone are worth less than strong connections with the right people.<\/p><p>A sustainable outdoor brand doesn\u2019t need to comment on every news cycle. But if a policy threatens public land access, that\u2019s their world and they should have an opinion about it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Does brand culture apply to B2B companies too?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Yes, and it might matter even more in B2B, where people buy into a relationship rather than just a product. Culture is what tells them whether they can trust you.Notion built a community around their product. Mailchimp did something similar, tapping into the culture of independent business owners who felt overlooked by corporate tools.\"}},{\"@type\":\"Question\",\"name\":\"Do I need a brand culture as a solopreneur or as a personal brand?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Yes, though it works a little differently. When you are the brand, you don\\u2019t need to construct a culture from scratch.You already have a personality and a point of view. The work is about knowing yourself well enough to articulate it clearly, and then expressing it consistently so the right people recognise themselves in it.\"}},{\"@type\":\"Question\",\"name\":\"What\\u2019s the difference between brand personality and brand culture?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Brand personality is the voice\\u2014how a brand expresses itself through its tone and attitude. Brand culture is bigger. It\\u2019s the world the brand belongs to.Let\\u2019s use Oatly again. The personality is irreverent and a bit punk. The culture is what that personality does in the world\\u2014publishing the lawsuit against them as an ad, running the weird \\u201cWow No Cow\\u201d Super Bowl spot.\"}},{\"@type\":\"Question\",\"name\":\"Do I need to have an opinion on everything to build brand culture?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"No, but standing for something does help, even if it means appalling some people. Weak connections with everyone are worth less than strong connections with the right people.A sustainable outdoor brand doesn\\u2019t need to comment on every news cycle. But if a policy threatens public land access, that\\u2019s their world and they should have an opinion about it.\"}}]}<\/script>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-957894c elementor-widget elementor-widget-text-editor\" data-id=\"957894c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Titelbild von <a href=\"https:\/\/kaboompics.com\/photo\/18581\/a-woman-s-hands-with-a-swallow-tattoo-raised-to-the-sky\" target=\"_blank\" rel=\"noopener\">Kaboompics<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Lass uns das Konzept von Kultur besser verstehen und herausfinden, wie verschiedene Disziplinen den Begriff definieren; und was wir daraus f\u00fcr die Entwicklung einer starken Markenkultur ableiten k\u00f6nnen. Was ist Kultur? Kultur ist ein schwieriger Begriff, weil er f\u00fcr verschiedene Menschen unterschiedliche Bedeutungen hat. Der Soziologe Raymond Williams hat tats\u00e4chlich mal gesagt: Was ist Markenkultur? [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7332,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22],"tags":[31],"class_list":["post-7333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-markenstrategie"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/posts\/7333","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/comments?post=7333"}],"version-history":[{"count":0,"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/posts\/7333\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/media\/7332"}],"wp:attachment":[{"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/media?parent=7333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/categories?post=7333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nineblaess.de\/de\/wp-json\/wp\/v2\/tags?post=7333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}