1851

An established culture is the backbone of every company. It defines the values and influences the behaviors that contribute to the distinctive social and entrepreneurial environment of the business. It’s what employees—from the top line all the way down—see, believe in and execute each time they step through the doors of the business.&nbsp;1851 Franchise caught up with culture experts <a href="https://www.linkedin.com/in/jefffromm/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">Jeff Fromm</a>, millennial consumer behavior expert, president of <a href="https://www.barkleyus.com/futurecast/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">FutureCast</a>, a subsidiary at Barkley and author of “<a href="https://www.amazon.com/Purpose-Advantage-Jeff-Fromm/dp/1940858992?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">The Purpose Advantage</a>,” and <a href="https://www.linkedin.com/in/jamesckeown/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">Jimmy Keown</a>, Growth Strategy Director at <a href="https://www.barkleyus.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">Barkley</a>, to learn more about what it takes to establish a strong company culture.&nbsp;Keown began by elaborating on what culture means to him: “Culture is ‘how do we win on the inside so that we can win on the outside?’” he said. “Winning on the inside means finding advantages within the culture to help create alignment, energy and shared intent in order to then win on the outside. Winning on the outside means the company is successful, making money and making a difference in the world,” Keown said.&nbsp;1851: What is the first step a brand or company should take if looking to establish (or reestablish) a strong culture?Fromm: Assess the current situation the company is in. Understand the culture that already exists through research and observations and adjust accordingly.&nbsp;Keown: It’s tricky—the question of how to establish a culture from scratch is really tough. It starts with primary and secondary research of companies or brands out there with attributes of culture that are exemplary. The culture needs to help support some type of intent that you have as an organization. Ask things like, “What are we trying to accomplish?; What is our mission?; How do we want our employees to feel?” Once those core differentiators are established, they can begin to be disseminated throughout the company. Things like the mission, values and rituals are all ‘treasures’ of a brand and are something that each and every employee needs to anchor on to.One of the trickiest things about culture is that most companies don’t realize that it’s something they have to invest in. It’s something that’s not only important to the health and wellbeing of the employees, but it’s important to the success of the company.&nbsp;1851: It's not enough for brands to talk the talk when it comes to culture—they also have to walk the walk. How can brands accomplish this in a meaningful and authentic way?Fromm: Establishing a company culture means creating certain rituals as part of a larger strategy that stakeholders will be able to perceive and feel. For example, instead of monthly or quarterly meetings, try weekly or daily stand-up meetings. Or try an app that allows employees to ask things anonymously so that they don't fear the answer or getting in trouble. Company culture is something that everyone in the company can see and feel—employers need to think about the strategy and rituals that are clearly visible to all employees and stakeholders.Keown: Meaningful and authentic—those are two words that have a lot of different meanings. “Meaningful” goes back to more of understanding that broader intent and the role that everybody plays in that intent. What does “meaningful” mean in our company&nbsp; and how do we get our employees to reflect that? “Authentic” is a word that’s often really hard to nail down. We’ve had clients that say, “Oh, we really want to be more authentic,” but it’s something that really has to be unpacked. What does authenticity really mean? Is it transparency? Is it honesty? Even within those two words there are many dimensions. So, establishing what authenticity truly means to your culture and what behaviors we want to reflect this is crucial.&nbsp;1851:&nbsp; What is a brand or company with a culture you admire and why?Fromm: First, I would definitely say <a href="https://www.seventhgeneration.com/home?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">Seventh Generation</a>—the laundry product company. They really live their culture by creating products based on their beliefs and exemplifying a brand strategy that reflects it. All of their products are plant-based and packaged with sustainability and health in mind.Next, I would say <a href="https://modpizza.com/franchising/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">MOD Pizza</a>. MOD hires people who have been incarcerated and/or have a gap in their employment history. They, of course, do background checks and make sure that each person will be a good fit, but it really gives people a chance who otherwise wouldn’t get one. It’s working out great for the company—this type of culture has actually given the company an advantage. They have high employee retention which means lower turnover, lower training costs, et cetera. This strategy improves their overall financial performance and creates an extremely grateful employee base, ultimately leading to a better guest experience.Keown: Well, no one brand’s culture is perfect—were all human beings. But one that I really think about and admire a lot is <a href="https://www.southwest.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown-2712237" target="_blank" rel="nofollow">Southwest Airlines</a>. What’s really interesting about Southwest is that they treat everyone as though they are a customer.&nbsp; Most brands are focused on being “customer-obsessed,” so when you go into a place where everyone—customers, pilots, corporate workers and flight attendants—is treated like a customer, it makes for a great environment and culture. They are somehow able to embrace that idea that each employee’s needs are as important as their customers’ needs. They call it the “citizen-approach” and it makes it really impressive because of the category they’re in—they found a way to bring passion into the airline industry, one that’s notoriously known for not being very passionate.&nbsp;1851: What are some of the most important qualities leaders must have to grow the culture they envision for their brands?Fromm: I think it requires collaboration, listening, willingness to be wrong, willingness to change and empathy. Culture is something company leaders can influence, but it’s something they can’t dictate.&nbsp;Keown: For one, I think a leader needs to embrace the behavior and values they want the entire company to embody. Leaders need to play to their strengths and embody everything they want to see in their people—it starts with the CEO and the top line. In order to be successful, they need to understand the culture they want to embody better than anyone else at the company. It can then trickle down from there. It’s important for them to understand and empower that knowledge throughout the entire company. Additionally, they should also create some sort of feedback loop, whether that may be an app or an online forum, where employees can reinforce positive aspects of the culture.

Ask The Experts: How Brands Can Grow A Stronger Culture With Jeff Fromm and Jimmy Keown

1851 Franchise

1851 spoke to these corporate culture experts on what the process of establishing a company culture looks like and how leaders can do so in a meaningful and authentic way.

ask-the-experts-how-brands-can-grow-a-stronger-culture-with-jeff-fromm-and-jimmy-keown

Preservan

Preservan Joins UpFlip Academy To Teach Entrepreneurs How To Launch a Profitable Restoration Business

preservan-joins-upflip-academy-to-teach-entrepreneurs-how-to-launch-a-profitable-restoration-business

USA Ninja Challenge

USA Ninja Challenge — From Start to Finish: A Business Model That Works

usa-ninja-challenge-from-start-to-finish-a-business-model-that-works

Right at Home

Right at Home Expanding In-Home Care Services in Canton, Ohio

right-at-home-expanding-in-home-care-services-in-canton-ohio

Children's Lighthouse

Why Now Is the Time To Invest in a Children’s Lighthouse Franchise

why-now-is-the-time-to-invest-in-a-childrens-lighthouse-franchise

Layne's Chicken Fingers

Wisconsin Layne’s Franchisees Secures Real Estate, Set To Open in July

wisconsin-laynes-franchisees-secures-real-estate-set-to-open-in-july

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Rising Jobless Claims Could Signal Challenges — and Opportunities — for Franchising

rising-jobless-claims-affect-franchising

Hardee’s Lawsuit Highlights the Risk of Going Off-Model in Franchising

hardees-franchise-lawsuit-paradigm-investment-group

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Dave’s Hot Chicken Sold to Roark Capital in $1 Billion Deal to Fuel Global Expansion

daves-hot-chicken-sold-to-roark-capital-in-1-billion-deal-to-fuel-global-expansion

Homebuyers Keep Buying — And That’s Good News for Home Service Franchises - 1851 Franchise

Homebuyers Keep Buying — And That’s Good News for Home Service Franchises

homebuyers-keep-buying-and-thats-good-news-for-home-service-franchises

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

The Ultimate Guide To Selling Franchises: How to Leverage Franchise Expos

how-franchisors-can-leverage-franchise-expos-to-drive-success

Darshan Gad - CMO - KidStrong - Top 25 Franchise Marketing Leaders - 1851 Franchise

Top 25 Franchise Marketing Leaders: Darshan Gad — Chief Marketing Officer, KidStrong

kidstrong-marketing-leader-darshan-gad

The Ultimate Guide To Selling Franchises: How To Budget Properly

how-franchises-can-budget-their-finances-properly

District Taco Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-district-tacos-franchise-costs-fees-profit-and-data

Franchisee spotlight graphic with photo of Ed Holmes and Papa Murphy's logo

Thirty Years of Take ‘n’ Bake: Ed Holmes Reflects on a Lifetime With Papa Murphy’s

papa-murphys-franchise-ed-holmes-30-years

How Vishal Juneja Turned a Family Tradition Into a Paris Baguette Franchise

How Vishal Juneja Turned a Family Tradition Into a Paris Baguette Franchise Built on Heart and Community

paris-baguette-franchise-rockaway-new-jersey-vishal-junjea

From Personal Care to Purpose-Driven Business: Why This Couple Is Bringing Griswold to Houston

from-personal-care-to-purpose-driven-business-why-this-couple-is-bringing-griswold-to-houston

911 Restoration Franchise Costs, Fees, Profit and Data for 2025

911-restoration-franchise-deep-dive

Ask The Experts: How Brands Can Grow A Stronger Culture With Jeff Fromm and Jimmy Keown

MORE STORIES LIKE THIS