"Nurturing" brand names with corporate culture

Investing in corporate culture

Enterprises are managing to overcome difficulties amidthe pandemic. Photo: N.Thanh

Work to shoulder the responsibility

The corporate cultural environment has a significant impact on the spirit, attitude, and labor motivation of members and the use of the workforce, helping businesses become a working community inacooperative, trustworthy, engaged, friendly and progressive spirit. More importantly, according to experts, on that basis, a general psychology and confidence in the success of enterprises will be formed.

Emphasizing this factor, Mr. Nguyen DinhThanh, co-founder of Elite PR School, CEO of strategic consulting firm CSCI Indochina, said that brand is formed from the behavior of people in the company. Therefore, culture is the foundation of the brand and deeply affects the competitiveness of enterprises.

In normal business conditions, Vietnam Airlines has built its image as a national airline. When the pandemic happened from at thebeginning of the year, many flights were canceled.Instead of waiting for the pandemicto end, Vietnam Airlines has created new values ​​by volunteering to transport relief goods.Pilots and flight attendants have volunteered to participate in dozens of flights to rescue Vietnamese citizens. This airline also changes to transport goods instead of transporting passengers, while workers unanimously agreed to reduce wages and reschedule shifts.

At Viettel, this group has conducted online meetings to serve the Government to manage the pandemic; implemented technology solution support for 11 countries; exemptedinternet access fees for online education; and deployed an online medical platform.

Similarly, Vingrouphas moved a division to manufacture breathing apparatus. Sun Group has built a field hospital in Da Nang.

According to experts, crisis is an opportunity for businesses to demonstrate their greater mission and to work with the community. This is opportunity for many businesses to affirm their brand name and to conquer the trust of customers.

Construction has been difficult, regeneration is more difficult

Culture is like the soul of the brand that drives the brand to develop. In fact, enterprises cannot developa strong brand name without corporate culture.However, due to pressure in competition, revenue and profitability, many enterprises neglect to build culture.

It is not easy to establish corporate culture because many enterprises have to manage to look for the financial resources to maintain their own cultural identity. However, due to the negative impact of the Covid-19 pandemic, businesses have realized the importance of corporate culture.

Specifically, many businesses have transformed their business from working directly to online; applied new technologies or e-commerce. These are all new, "surprising" problems especially for those who are not well prepared enough.

According to Ms. Vu Thi Thu Huong, Deputy Head of Communication and Culture Department of Vietnam Oil and Gas Group (Petrovietnam), due to many objective and subjective reasons, in recent years, Petrovietnam’s brand name hasbeen affected. Even many culture values of Petrovietnam have not been clearly identified or not been systematically depicted at times.

Therefore, the re-creation of Petrovietnam culture is very crucial because the re-creation of Petrovietnam culture is also to strengthen the brand. For that reason, the Group has built the "Petrovietnam Renewal Project", which will be a long-term, enduring process with many challenges for employees, but above all, the leader of the Group.

The above issues show that, after being affected by the pandemic, businesses must know how to stand up and apply the latest and most modern tech to build the company’s culture consistent with business strategies. Moreover, according to experts, enterprises can completely build their brand name and corporate culture via daily activities, or the distinction in the product image as well asthe uniqueness of their culture.

Mr. Nguyen DinhThanh said that since its establishment, corporate culture has already existed in legal documents, internal rules, regulations and behavioral culture.