Identity informs everything about us.
Everything we do or say is because of the identity we believe defines us. Your organization's culture is not your mission statement or what you say in your advertising message, your culture is what your team believes about the organization, that informs their actions.
So as an organization, church, small business, or non-profit, have you taken a close look at what your culture is? Have you invested in creating the culture you want?
Your culture should inform your actions within the organization and the message to those outside of it.
When people see that your culture is consistent with behavior, decisions, message, and experience, they will believe what you say. They will trust that you really are what you claim to be. This is how you begin to develop a tribe, not just customers.