Culture isn’t just 'an HR thing' – it’s a brand’s secret weapon

Company culture isn’t just about office perks or company values that live on a wall. It’s the beating heart of your business – the way people think, work, and achieve. And here’s the truth: the strongest cultures don’t happen by accident. They are built with intention, directly from a company’s brand purpose.

Think of your brand as the north star guiding everything you do. The most successful companies don’t separate brand from culture – they weave them together seamlessly. The result? A workforce that’s engaged, a business that thrives, and a legacy that lasts.

More than a buzzword – it’s your greatest asset

Your company’s culture defines how employees feel about their work, their connection to your vision, and their commitment to your success. It’s what turns a job into a mission, and a workplace into a movement. When done right, it fuels performance, attracts top talent, and drives long-term growth.

But this isn’t just a “nice to have.” It’s a business imperative. The stats prove it:

82 per cent of job seekers consider this before applying.
Companies that invest in it see a 48 per cent revenue increase.
89 per cent of employees feel more satisfied when they work in a culture rooted in purpose.

What’s the priority in the UAE and Saudi Arabia?

In both the UAE and Saudi Arabia, rapid transformation is underway. These economies are diversifying beyond oil, investing in technology, innovation, and entrepreneurship. But the success of these ambitions hinges on one critical factor: people.

Saudi Vision 2030 places human capital at the core of national growth, emphasising education, innovation, and leadership. A strong workplace culture aligned with a company’s brand helps develop and retain the talent needed to drive these goals forward.
UAE Centennial 2071: Human capital is at the core of this initiative, making it a key driver of economic transformation and global positioning of the Emirates.
Rise of transparency: Platforms such as LinkedIn and Glassdoor have made workplace culture public. If this isn’t authentic, people will know – and they’ll take their talent elsewhere.
Competitive talent market: The UAE and Saudi Arabia are attracting top global talent as they transition into knowledge-based economies. Businesses that fail to align this with their brand will struggle to retain the best people.

Building culture from brand: a formula for success

Culture isn’t an afterthought. It’s not something you “get to” once the business is up and running. It starts at the brand level. The best companies don’t treat brand and culture as separate – they make them one and the same.

A strong culture strategy consists of three key elements:

Brand purpose (The why)

Your reason for existing beyond making money.
A clear, authentic statement that inspires action.
The foundation for every decision you make.

Philosophy and beliefs (The how)

A set of guiding principles that shape the way people work.
A clear expectation of behaviours and mindsets.

Consistent implementation

- From hiring to leadership, it must be embedded at every level.
- Leaders must live and breathe the culture – they set the tone.

Culture is the new currency

When your culture aligns with your brand, magic happens:

Build credibility: If you claim sustainability but hand out plastic bottles at HQ, you lose trust. When actions match words, authenticity wins.
Attract and retain talent: Employees who resonate with your culture stay longer, reducing turnover and building stronger teams.
Brand becomes unstoppable: Employees are your best brand ambassadors. When they live your values, your reputation soars.

The bottom line? Culture = performance

Let’s be clear – culture isn’t about free yoga classes or Friday happy hours. It’s about creating a work environment where people believe in your company and feel valued and inspired. And the payoff is undeniable:

94 per cent of executives believe a distinct workplace culture is critical to success.
Companies with strong cultures see an 80 per cent increase in customer satisfaction.
Business leaders like Larry Fink openly credit this as a direct driver of revenue and growth.

Ready to build a culture that wins?

If you want a culture that doesn’t just attract talent but fuels performance, it’s time to stop treating it as an afterthought. Start with your brand. Define your purpose. Align your behaviours. And watch your business soar.

The future belongs to brands that don’t just talk about culture – but actually live it. Will yours be one of them?

By Sarah El Abdli, Head of Strategy and Cultural Transformation at Main+Rose and an independent brand and culture consultant.