In today’s ever-competitive business climate, we tend to be laser-focused on better results, better products and a better experience to capture that new top client. We spend countless hours reviewing data and tracking our products, pricing models and brand equity to forecast financial success.

But when was the last time you paused to track the strength of your agency’s culture—and connect it to your bottom line?

Losing sight of or undervaluing your company culture is a common pitfall among leaders at any level and within any industry—including insurance. Nurturing your cultural awareness to strengthen the “why” behind your brand puts you on the path to success.

“Focusing on culture must be an intentional, everyday item for the leadership team,” says Scott Orndorff, president & CEO of Millers Mutual Group. “It starts with instilling a ‘why does this company exist’ mindset and tapping into employees’ need to be recognized, validated and ultimately motivated.”

So what does that look like in practice?

1) Put energy into getting the right people on board. Keep in mind that some people are extremely talented technically, but if they don’t fit into the workplace culture, they can be detrimental to your company’s success. Diversify your organization—different perspectives are priceless in moving your company in the right direction. No one group of people has all of the answers.

2) Be intentional about culture. Foster a “we’re in this together” and “I have your back” attitude throughout the company. Prove this to your employees by maintaining strong communication, giving employees a voice and removing fear from the workplace.

3) Encourage two-way communication. Inform staff about all external communication prior to distribution to keep them connected, and focus on listening to capitalize on the contribution of your team. Craft programs, such as employee-run committees and an open-door policy, that foster collaboration and promote honest communication.

4) Invest in high-impact leadership training to better understand how leadership can affect the culture of a company.

By intentionally focusing on your employees and their needs, you will create brand ambassadors who will effectively communicate your value to your customers—and that ultimately improves your bottom line.

Katie Gouldner is corporate communication specialist at Millers Mutual Group, a property-casualty insurer protecting small and midsize businesses in PA, DC, DE, MD and VA through a network of independent agents.