Defining your corporate culture can be a major issue for large businesses, but small businesses, especially sole traders often think that this isn’t something they need to think about…. or that it is defined by the ethos of the individual or individuals which make up the team. We think that can be a big mistake. We are pretty convinced that having a strong ethos and strong, recognisable brand values is vital for success, but that doesn’t mean that the founder or sole trader needs to be that brand. Truly successful companies need to exist beyond one person, and create a strong identity in their marketplace. That means that even if its only you in the team you need to know what you want your culture to be, and how you want to respond to the outside world – having a clear idea of this can be really helpful when you find yourself in a situation where your instinct is to respond in a different way. Afterall…. we are all human, but corporate culture expects us to rise above that!