In a recent conversation, I engaged with a CEO who shared their experience of feeling overwhelmed by the imposition of an external "brand process" by an agency, a phenomenon they termed as being "agencied." This encounter sparked a profound reflection on the alignment between brand and culture, as the CEO emphasized the importance of delving into the essence of their organization rather than adhering to superficial branding exercises. This resonated deeply, highlighting the intrinsic connection between brand and every facet of a company's operations. The imperative of ensuring this alignment was underscored, as fragmentation between brand, culture, and business strategy can undermine long-term viability. Trust emerged as pivotal, emphasizing the necessity of consistent delivery and fulfillment of promises to sustain customer loyalty and employee engagement.

Steven Morris, CEO of Matter Consulting is an ever-curious life-seeker, brand and culture building expert, advisor, author, and speaker.

With over 27 years of entrepreneurial experience, he has served as a trusted advisor to over 3,000 business leaders and evolved more than 250 brands and cultures, including Google, Habitat for Humanity, Samsung, and Disney.

His best-selling book, "The Beautiful Business," and his widely read Insights blog are a testament to his consulting expertise in creating unignorable, magnetic, and sustainable companies.

His diverse interests, including meditation, fine art painting, surfing, and beekeeping, infuse his work with creativity, soul, and a deep understanding of the human experience.

You can find more podcasts and join 30,000+ other brilliant and soulful readers of his weekly INSIGHTS blog at MatterCo.