Company Culture Examples: What SMEs Can Learn from Real Businesses

Company culture isn’t just about dress-down Fridays or free coffee in the office. It’s about how your business really operates—what’s encouraged, what’s rewarded and how people treat each other day to day.

A good company culture is an environment where you as the business owner, and your senior leaders, are setting a precedent for your staff so there is an aligned vision for the values, behaviours and outcomes your company produces.

With my work as a TAB facilitator, and TAB's work with thousands of business owners, we know the difficulties that come when developing a company's culture. In this article, we hope to shine a light on how SME leaders can create a good company culture by sharing several examples as well as five ways on how to strengthen your company culture.

In this article:

• Key aspects of company culture and why it matters
• What are the four types of company culture?
• Real-life good company culture examples
• Example of company culture transformations
• Example of company culture that improves employee retention
• Company culture trends in the age of AI
• Five ways to strengthen your company culture
• FAQs on good company culture

So, what is company culture exactly?

Company culture refers to the shared values, beliefs, attitudes and behaviours that define how a company operates and its overall atmosphere. It's the personality of an organisation, influencing everything from employee interactions to customer service. A strong culture can boost employee engagement, retention and overall business performance.

Key aspects of company culture:

• Shared values: The core principles that guide your company’s decisions and actions

• Beliefs: The assumptions and convictions your team holds about the business and its purpose.

• Attitudes: The emotional and mental approach to work, colleagues and the business as a whole.

• Behaviours: The actions your team members take in their day-to-day interactions.

Why company culture matters:

• Employee engagement: A positive culture fosters belonging and purpose.

• Retention: People are more likely to stay where they feel valued and supported.

• Attracting talent: A strong culture draws in people who align with your values.

• Business outcomes: Innovation, collaboration and customer satisfaction all thrive in the right environment.

What are the four types of company culture?

Culture isn’t one-size-fits-all either. Some businesses adopt a collaborative, team-first approach (known as clan culture), while others prioritise innovation (adhocracy culture), competition and results (market culture), or structure and consistency (hierarchy culture). The key is finding the right fit for your business and making sure it's reflected in how things work day to day.

At The Alternative Board, we’ve seen first-hand how powerful a strong company culture can be. It’s also why our article “Does Culture Really Eat Strategy for Breakfast?” has been so popular with business owners across the UK.

So, how are businesses shaping their culture, and what can SME leaders take from their example?

Real-life good company culture examples

Revolut | A culture of accountability

Fintech company Revolut has introduced a points-based system (internally known as "Karma") to track staff behaviours. Employees are rewarded or penalised based on compliance and risk-related actions, directly affecting bonuses. It’s a bold move aiming to reset a culture that was previously criticised for being too intense.

What SMEs can take from it: Clear expectations and accountability matter. Even small businesses can benefit from aligning incentives with company values—just keep it human.

Nvidia | Mission-driven, high performance

Under CEO Jensen Huang, Nvidia has built a culture focused on innovation and intensity. It’s not an easy-going workplace, but it's one with purpose. Despite the fast pace, employees report high satisfaction, with no layoffs since 2008.

Lesson for business owners: A strong mission can motivate and retain talent, even in demanding environments. Just be mindful of burnout.

Affirm | Remote-first with real connection

Affirm operates fully remotely but still prioritises connection. The company encourages in-person meetups to keep teams aligned and connected to its values.

SME insight: Remote or hybrid working doesn’t have to mean disconnection. Even occasional face-to-face gatherings can go a long way in strengthening culture.

Carsales | True flexibility

Australian company Carsales gives employees complete control over where they work: office, hybrid or remote. This “Autonomy to Choose” policy has improved engagement and morale.

What to consider: People value flexibility. If your business can accommodate different working styles, it can become a powerful part of your culture.

The Alternative Board | “The TAB Way”

At TAB, culture isn’t just a concept; it’s something we live and breathe every day through what we call "The TAB Way". It’s our philosophy for how we operate, support one another, and deliver value to our members. It focuses on four key pillars: value, culture, brand and experience.

At the heart of our culture is a simple but powerful statement:

We are a giving and receiving community, treating each other as we would like to be treated and pursuing trusted advisor relationships.

We also have a set of shared values that guide everything we do, captured by the acronym CALIBRE:

• C – Community

• A – Accountability

• L – Lifelong Learning

• I – Innovation

• B – Belief

• R – Respect

• E – Excellence

These values aren’t just words on a wall, they’re standards we expect of ourselves, our facilitators and our wider community. We encourage every TAB leader to regularly reflect on whether they’re aligned with the TAB Way, and to adjust behaviours and business practices accordingly.

What SME leaders can learn from it: A clearly defined culture gives your business a consistent identity, strengthens leadership and helps attract people who truly align with your values. When culture is intentional and well-communicated, it becomes a competitive advantage.

Example of company culture transformation

Sometimes, though, these examples of company culture can feel almost out of touch for businesses that have already created an unwanted environment. Transformation in a company culture doesn't need to feel like an overwhelming task. It can happen with one adjustment at a time.

Valiant Design Ltd | Improved communication

For example, TAB Member, Tina Keeble who leads Valiant Design Ltd shared with us how DISC profiling has created a dramatic shift for the culture of her SME business.

"I recently put my whole team through the DISC profiling process... What an enlightening insight.

"This process has helped each of us understand how we work," Tina continued, "not just individually but most importantly as a team. Understanding what each of us needs to enable us to do the best we can in our roles has been transformational – it’s even changed the language we use with each other."

Tina and her team now recognise traits not only in each other, but also in their clients so they can adjust the way they communicate accordingly. 

"The profiling is now an essential part of our recruitment process and we recommend it to client teams too, to create the most effective partnerships."

What SMEs can learn from this example: This is a fantastic case study of how implementing just one concept has transformed a company culture towards improved communication and increased productivity now that the staff understand one another better. 

If you're feeling overwhelmed, start with one thing to make a small step towards positive change for working environment and for how your staff feel at work.

Example of a company culture that improves employee retention

With your staff in mind, some of the clearest signs of a weak company culture are unmotivated employees and a high staff turnover. If you're having trouble keeping your employees, it's possible they're not happy with the culture.

Hill Country Bakery | Valuing employees

Do your employees feel valued by your company?

That’s a question that came into focus recently for Steve O’Donnell, co-founder of Hill Country Bakery and who has also been a TAB member since 2009 , when a local union solicited employees outside the bakery’s gate.

O’Donnell and his team reminded workers that many of the benefits the union promised to bring were already in place, and he received overwhelming feedback from his staff that they appreciated the workplace as it was.

“Ten years of trying to create a culture that values every associate paid off,” says O’Donnell. “A month later we were voted one of the best places to work in the city.”

What an SME leader can learn: This is a great example of continuing to invest in your employees over a long period of time; providing them with perks and benefits and giving them a chance to grow and develop.

Company culture trends in the age of AI

Culture isn’t static. It evolves alongside changes in the workforce, technology and wider society. In 2026, we’re seeing a renewed focus on the human side of work, with trust, security and inclusivity taking centre stage. Here are some of the most relevant trends shaping company culture in boardrooms across the UK and beyond:

Security and stability

With volatile global events hitting us left, right and centre, and the way AI is changing the way we work and think, staff need the reassurance that they're not a cog in a machine, but a valuable part of a business' survival.

Why it matters: If staff are constantly reminded of their value, they feel secure in their work and stable in the rest of their life. This leaves your company culture healthy, open and honest. 

Trust is the new currency

More than ever, staff want to work in environments where they feel safe, respected and listened to. Trust influences everything from how decisions are made to how feedback is given and how mistakes are handled.

Why it matters: A culture of trust empowers people to take initiative, speak up, and innovate. Without it, even the most skilled team can become disengaged or risk-averse.

Development over perks

Fancy perks only go so far. What employees, especially younger ones, really want is the chance to grow. Ongoing training, mentorship, and career development are now some of the biggest drivers of engagement and retention.

Why it matters: In smaller businesses where promotion opportunities may be limited, offering learning and stretch opportunities can be a key differentiator.

Hybrid done right

The novelty of remote work has worn off, and businesses are now figuring out what real flexible working looks like in practice. The focus is shifting from location to connection—how do we keep people engaged, collaborative and aligned regardless of where they work?

Why it matters: Hybrid working models that strike a balance between autonomy and intentional touchpoints are proving to be the most successful. It’s less about office days and more about culture by design.

Five ways to strengthen your company culture

You don’t need to be a global tech firm to build a strong, healthy company culture. In fact, many small and mid-sized businesses have an advantage—fewer layers of management, closer-knit teams, and the ability to act quickly.

Here are a few powerful ways SME leaders can shape and strengthen culture, starting today:

1. Check in regularly

Culture isn’t something you set once and forget. It lives in how your team feels day to day. Regular check-ins, whether it’s through quick surveys, one-to-one chats or informal team huddles, help you stay connected and spot any issues early.

Why it matters: When people feel heard, they’re more likely to speak up before problems grow. These conversations also help you spot what’s working so you can do more of it.

Quick win: Try a quarterly pulse survey with just three questions:

1. What’s going well?

2. What could be better?

3. Do you feel valued?

2. Lead by example

Your actions speak louder than any mission statement. As a business owner or leader, your behaviour, especially under pressure, sets the tone for what is acceptable, encouraged, or avoided in your business.

Why it matters: Culture follows leadership. If you want a culture of trust, accountability, or innovation, you need to embody those values consistently.

Quick win: Be intentional about how you show up, share your own challenges, give credit freely, and admit when something didn’t go as planned.

3. Recognise the wins

Recognition is one of the simplest ways to build a positive culture. Celebrate individual efforts, team achievements and values-driven behaviour. It doesn’t have to be flashy—just consistent and genuine.

Why it matters: Recognition boosts morale, reinforces desired behaviours, and helps people feel part of something bigger.

Quick win: Start team meetings with a “shout-out” round where anyone can thank a colleague for something they’ve done recently.

4. Keep talking

Open, honest communication is the foundation of any strong culture. It creates clarity, builds trust and gives people the confidence to speak up with ideas or concerns. Silence, or worse, mixed messages, creates uncertainty and disengagement.

Why it matters: Strong communication helps keep everyone aligned, especially in changing or challenging times.

Quick win: Don’t wait for a crisis to communicate. Share your thought process behind decisions, invite feedback, and explain the ‘why’ behind key business moves.

5. Review your values

Do your company values still reflect who you are and how you work? And more importantly, are they visible in your daily operations? Values should guide how you hire, lead, make decisions and engage with customers.

Why it matters: Values are your cultural compass. However, if they are outdated or ignored, they quickly lose their meaning and influence.

Quick win: Ask your team which value they see in action the most, and which one they’d like to see more of. It’s a simple way to open up reflection and honest discussion.

FAQs on good company culture

What are the common characteristics of a positive company culture?

A positive company culture usually has a few things in common: people understand what the business stands for, know what is expected of them and feel able to speak openly. There is trust between leaders and employees, good work is recognised and the company’s values can be seen in everyday decisions and behaviours.

It doesn’t mean everyone always agrees or that difficult conversations disappear. In fact, a healthy culture should make those conversations easier to have.

Ultimately, the strongest cultures are those where what a business says matters is reflected in how people are actually treated.

Read more about why culture matters in an SME.

What are some examples of a strong company culture?

Examples of a strong company culture include businesses where people understand what is expected of them, leaders consistently demonstrate the company’s values and employees feel able to speak openly and contribute ideas.

Strong cultures can look very different. One business might focus on flexibility and trust, while another places more emphasis on accountability, performance or employee development. What matters is that the culture supports the kind of business you are trying to build.

For SMEs, this could mean involving employees in decisions, recognising good work, creating opportunities for development or making sure values are reflected in everyday behaviours rather than simply written down.

The best company cultures are not necessarily the ones with the biggest employee benefits. They are the ones where people understand how they are expected to work together and where the reality matches what the business says it stands for.

How do leading organisations implement their core values into culture?

The most effective organisations make their core values part of how the business operates, rather than leaving them as words on a website or office wall.

That means using values when recruiting people, making decisions, recognising good performance and discussing how people work together. Leaders also need to demonstrate those values themselves. If accountability is a core value, for example, people need to see leaders taking responsibility as well as expecting it from others.

It is also worth involving employees in the conversation. Values are far more likely to influence culture when people understand what they mean in practice and feel some ownership of them.

Our guide to defining your brand values explores this in more detail, while strategies for team alignment and peak performance looks at how values can inform recruitment and team development.

How can a small business improve its company culture?

Improving company culture doesn’t necessarily require a big programme or budget. For an SME, some of the most effective changes can start with looking honestly at what happens day to day.

Are expectations clear? Do people feel listened to? Are good behaviours recognised? Do managers deal with poor behaviour consistently? And do the actions of the leadership team match the values the business talks about?

Regular one-to-ones, team conversations and simple employee feedback can help you understand what is working and what needs attention. From there, focus on a small number of changes and make them part of the way you run the business.

For more practical ideas, read: Want to Keep Your Team Happy and Productive?

What role do leaders play in shaping company culture?

Leaders have a significant influence on company culture because employees take their cues from what leaders do, not just what they say.

How a business owner or leadership team reacts when something goes wrong, gives feedback, recognises success or makes a difficult decision all sends a message about what is genuinely valued in the business.

That is why culture cannot simply be delegated to HR. Leaders need to model the behaviours they want to see and be prepared to challenge behaviour that undermines them.

Culture and strategy are also closely connected. A strong strategy becomes much harder to deliver if the behaviours within the business work against it.

Final Thought

Culture is happening in your business whether you shape it or not. The good news? You don’t need massive budgets or hundreds of staff to build a culture that supports growth, loyalty and long-term success.

If you’d like a sounding board to sense-check how your culture is impacting your business strategy, we’re here to help.

Talk to your local TAB facilitator about how peer boards and business coaching can provide you with the clarity to build a culture that genuinely works for both your people and your bottom line.

Posted by Steve Cook

Following an early career in the agricultural industry, Steve has spent over 20 years in the technology sector, with a focus on retail, training, go to market, operations, marketing, events, and team development. He has a passion for getting the best from people. He loves helping them provide the best service to their customers via operational planning, training and development, and customer focus. He understands the many benefits of selecting the right staff from the start, building their skills and knowledge, and retaining them to help improve your business stability and costs.