EP 298: The convergence of brand and culture with Theresa Agresta

Culture has always been an integral part of any organization. We talk about it in different ways than we used to, but wherever people gather – they create culture. Often, that culture becomes one of the building blocks of an organization’s brand. But not always. The crossroads of brand and culture still holds a lot of untapped potential your agency can leverage both for yourself and your clients.

Theresa Agresta is a former agency owner who realized the cultural assessments she was using to build a brand created a whole different business opportunity that would allow her to dig much deeper into the connection between brand and culture. The fascinating work she’s doing through her company CultureTalk is something that could greatly benefit agency clients, as well as their own shops.

In this episode of Build a Better Agency, Theresa and I look at the ways culture can be used as a tool for agency growth. We take a deep dive into the definition of culture, while also exploring ways to change a company culture, use these insights to improve employee and client relations, and how embracing culture research can easily create additional revenue streams by enhancing what you can offer to clients and prospects.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode: The data used to study brand and culture The gap between what is expected and what is tolerated How systems aid culture-related conversations Tools for changing a culture How agencies are using culture insights to better their work Getting over the hesitation of a culture review Using the insights in regards to employee relations Utilizing culture research outside of brand work Creating AGI from culture assessments

“By measuring organizational culture, there are many different connected business challenges that you can start to solve for.” @TheresaAgrestaCLICK TO TWEET“Culture exists in the delta between what leaders say they expect and what they actually tolerate day-to-day.” @TheresaAgrestaCLICK TO TWEET“One of the critical things that a system, a framework, and a language give you is the ability to have a real conversation about culture.” @TheresaAgrestaCLICK TO TWEET“If you want to help an organization tap into who they are at a gut level and show up authentically, it all starts with understanding their culture.” @TheresaAgrestaCLICK TO TWEET“It’s about creating awareness and acceptance for the differences and appreciating the value that different people bring.” @TheresaAgrestaCLICK TO TWEET“Culture can be measured, it can be managed, and it can be led.” @TheresaAgrestaCLICK TO TWEET

Ways to contact Theresa Agresta:

Free PDF – How to use Archetypes to Coach, Lead and Drive Organizational Change Expect vs. Tolerate Graphic – this is so simple! And, one update: our next CultureTalk Certification class start-date was moved one week to Tuesday, July 13th (10:00 AM NY and 5:00 PM NY cohorts) We’d love to offer your listeners a 10% discount if they register for the July class. They can use the coupon code BetterAgency at checkout. Websites: https://culturetalk.com Facebook: https://www.facebook.com/culturetalksurveys LinkedIn: https://www.linkedin.com/in/theresaagresta/ Twitter: @TheresaAgresta

Tools & Resources:

Sell with Authority (buy Drew’s book) Facebook Group for the Build a Better Agency Podcast My Future Self Mini-Course