Let's dive into some frequently asked questions.
So What's the real deal?
We know brand culture may be a new concept--or at least a different one than you're used to. That's why we've answered the most common questions about who we are, what we offer, and how BCA can help you strengthen your workplace, elevate your brand, and impact.
We know brand culture may be a new concept—or at least a different one than you're used to. That's why we've answered the most common questions about who we are, what we offer, and how BCA can help you grow your career, strengthen your workplace, elevate your brand, and grow your impact.
Everything you may be asking, and then some...
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1) What is brand culture, exactly?
Brand culture is the internal experience that fuels your external brand. It's how your people feel, act, and show up every day, and it shapes how customers experience your business. At BCA, we help HR teams connect the dots between brand, culture, and performance so employees feel proud to represent the brand—and customers feel just how different you are.
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2) What is BCA, and who is it for?
BCA is a unique program and resource hub created specifically for HR professionals who want to build strong, strategic brand cultures. It's for those who are tired of being seen as just the "people department" and are ready to lead meaningful change inside their organization; ensuring brand is no longer misunderstood as just a surface level marketing tactic.
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3) What do I get when I sign up?
You get immediate access to expert-led courses, practical toolkits, customizable templates, live coaching sessions, and a private community of HR innovators—everything you need to build a stronger culture, boost engagement and lead brand from the inside out.
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4) What topics does BCA cover?
- Brand Fundaments and Strategy
- Human Experience Branding™ (covering the employee + customer experience)
- Employer Branding (including EVP development)
- Personal Branding
As the only program designed to help HR master brand to drive business forward, we have your answers.
Top questions
Let's start with the top four questions...
Additional Questions You May have...
CAN BCA REALLY HELP ME?
How much does Behind the Brand: The Secret Power of HR cost?
- A one-time payment of $27.
[Inquire about group rates.]
Why is BCA so affordable? Is the content still high quality?
BCA is affordable by design--not because our content is cheap, but because we're on a mission to make high-impact brand education accessible to all. We know hiring a consultant or agency can cost tens of thousands of dollars, if not more, and most HR teams don't have that kind of budget. That's why we deliver expert-created, professional-grade resources at a fraction of the cost--because everyone deserves access to game-changing insights that drive real transformation and support your well-being.
BCA is affordable by design—not because our content is cheap, but because we're on a mission to make high-impact brand culture education accessible to all. We know hiring a consultant or agency can cost tens of thousands of dollars, if not more, and most HR teams don't have that kind of budget. That's why we deliver expert-created, professional-grade tools and frameworks at a fraction of the cost because everyone deserves access to game-changing insights that drive real transformation and support your well-being.
How much time will this take? What if I can't attend a live session?
How much time will this take? And what if I can't attend a live session?
And if you can't attend live we'll record the content and add it to your member dashboard, so you can access it for the week (until 5pm CST on Friday, August 22nd). If you're a VIP member, you'll have lifetime access to each session, and it's supporting resources, for as long as the workshop exists.
What kind of ROI can I expect from joining BCA?
Building a strong brand culture helps you reduce turnover, increase employee engagement, elevate internal brand alignment and deliver exceptional customer experiences—leading to stronger retention, better hiring outcomes, more cohesive teams and increased customer loyalty. We're talking real ROI, and we have plenty of case studies and tools to help you tell this story and sell the value of brand culture to your stakeholders.
How is BCA different from other HR memberships and programs?
We're not your typical HR association. We're redefining how businesses leverage the power of brand to drive business impact by helping HR professionals become the brand experts their organizations need. Leveraging decades of brand, marketing and psychology experience, BCA equips you to think like a brand strategist, lead like a culture architect, and build people-first workplaces that drive real business results. You won't have to rely on your marketing team for surface-level brand work anymore. You'll hit brand master status in no time, and we'll be here to back you every step of the way.
Is BCA worth the investment if I have a small team or budget?
Is BCA worth the investment if I have a small team or limited budget?
Absolutely! No matter your company size or budget we designed BCA to be affordable, accessible, and high impact so all HR teams can access Fortune 500-level strategy, tools, and support without the hefty fees. Building a strong brand culture is such a game-changer for businesses, and the well-being of their people. We feel everyone needs in on this revolution without worrying about costs.
Is this relevant if I'm already experienced in HR or culture work?
- Refresh their approach with new ideas tied to business outcomes
- Build confidence and clarity in culture strategy
- Navigate office politics and leadership resistance
- Strengthen their own personal brand and internal influence
What if I'm not in HR, but I want to learn about brand culture?
How is the content delivered? And how long do I have access?
And as long as you're an active member, or have purchased a program, you'll have access to the information for the life of the program. You'll also receive all updates as we refresh and add to existing programs.