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Your brand culture plays an important role not only in how your brand is perceived by potential clients and customers, but also how your employees interact and engage with each other—ultimately determining their morale and productivity. Most companies think about their brand culture in terms of which core values they display on the walls, or what color the furniture is in the office building, but culture can be influenced in far more nuanced ways.

For example, think about the technologies you use. Each device and each app common to your employees gives them a sense of atmosphere, and provides them with tools they can use to interact with others—not to mention getting their work done. The character and functionality of these tools can have a massive impact on your overall culture, so you should hold them in serious consideration.

Unifying the Team

For starters, think about how your team is unified through technology. Culture can only emerge when your team members interact with one another, so if there isn’t much room for interaction, you aren’t going to have much of a culture. Setting up an intranet, which allows your employees to share resources and collaborate easier, can enable your employees to work together more efficiently. And giving them multiple channels of communication gives them a sense of freedom when reaching out to others; employees can choose the medium most appropriate for a given conversation topic, and feel comfortable reaching out even in isolated or unusual conditions. In general, the closer a technology brings your team, the healthier it will be for your brand culture.

Demonstrating Brand Values

You should also consider whether a given device or piece of software demonstrates your brand values intrinsically. For example, if you want to support a fun, open, and expressive brand culture, you should choose a chat app with a similar intrinsic culture, and one that allows your team to communicate with emojis, gifs, and other colorful, expressive forms. If you want to support a more polished, professional culture, you should choose a communication app that’s more regimented and organized, to enable clearer, more precise interaction.

You can also demonstrate your brand values based on the devices you provide for your team. Do you want your employees to value their office time, and interact with each other face-to-face? Rely primarily on stationary desktops, with a high-tech meeting room that encourages more personal meetings. Do you want a culture that extends to remote areas? Use mobile devices like tablets as your team’s primary devices.

Enabling Feedback

One of the most important factors for happiness and success in the workplace is employee autonomy. Employees want to feel like they have some level of control over their environment. Depending on how much control you want to give your employees, there’s likely a tech tool that can help you. For example, you can adjust the permission levels in your project management app to dial in the right level of control for each employee level. You can also deliberately choose apps that allow employees to give more feedback (to you and each other).

If you want to create a thriving work culture, it has to start with the high-tech tools you use to facilitate productivity on a daily basis. If you’re interested in actively measuring your employees’ morale, productivity, and sense of belonging with the brand, check out SAP’s workforce planning and HR analytics software. It has everything you need to build—and retain—the right team.

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