If you know what your culture is about, it’s much easier to know who you need to reach.
Take Red Wing Shoes. The boot maker has a Wall of Honor where recipients’ boots are “enshrined” on a literal wall, their stories shared for the future. (Red Wing says the wall is “part monument, part museum, all respect.”)
This particular honoree has a great story that embodies what Red Wing is about: “work done right.” Whether it is making a boot or earning a living, hard work has a lasting quality to it. And this honoree has managed to not only do quality work but invest in the next generation of quality work.
You can hear the underlying message: We get you … we’re excited about the same things … come join us!
Another example: Motorcycle apparel company Go Fast Don’t Die.
My wife’s family rides, and they are impressed at how GFDD offers resources to customers who think like them–“the tribe.” On Any Sunday is their series (I assume cleverly named after the 1970s motorcycle racing movie) that always has a short, inspiring article that applies to folks who live to ride, ride to live. There is a related screen saver to download as well.
I couldn’t print Go Fast Don’t Die’s entire article here, but it refers to this man’s story. It’s worth the listen if you’re stressed out right now.
You don’t have to be a hip company to do this. You just have to know what you are about and allow your communication to line up with that.