The Power of Symbols to Shape Culture
Symbols are universal tools for storytelling, identity and connection in societies and organizations. If you’re anything like us, you might find yourself pondering this truth a little more around the holiday season, when city streets, shopping malls – and pretty much every other nook and cranny – are filled with powerful, ancient symbols of rebirth and the hope of spring amidst the winter darkness.
But there’s another source of symbolism that’s probably not top of mind during this holiday season: bees. Just as holidays are rich in symbolism representing light, community and transformation, bees are themselves symbolically powerful creatures. These humble insects are longstanding symbols of industriousness, cooperation and renewal, values we can all ascribe to this time of year and, indeed, all year round.
By leveraging symbolism, businesses can create meaningful rituals and values that strengthen corporate culture, inspire teams and over time, create semiotic meaning unique to the organization. So let’s take a closer look at the symbolism of holidays and bees, and how understanding these two powerful icons can guide your way through to more powerful corporate use of symbolism in the new year and beyond.
Industriousness and Unity – The Bee as a Symbol of Teamwork
You might be familiar with some of the symbolism associated with bees in the contemporary era, where the insects are generally understood to symbolize diligence, collaboration and the sweetness of shared effort. But this idea of bees as symbolically powerful creatures is nothing new. Greek and Roman mythologies describe bees as divine messengers and models of collective harmony, even as a symbol of the power of the soul.
During the holiday season, these ideas of community and connection come to the fore. Traditions like Christmas trees and Hanukkah candles reflect the unity of individuals coming together to create something greater than themselves, while Kwanzaa’s focus on cooperative economics (Ujamaa) celebrates shared work and prosperity. Both bees and holiday symbolism point to the ways that symbolic representations of community can inspire us to come together in collaboration and renewed trust.
But symbolism doesn’t only belong to the mythic world. Corporations use symbolism to foster teamwork and collective purpose, creating mutually comprehensible insider iconography like shared logos, slogans and rituals. For example, Patagonia famously uses shared symbols to reinforce their commitment to environmental stewardship and teamwork. Creating rituals like team celebrations or annual awards that underscore the value of unity are a reminder that unity and shared success should be at the forefront of your efforts.
Resilience and Renewal – The Bee’s Role in Transformation
Bees have critical echoes within the symbolism of the holiday season beyond their role as representations of community. In fact, they are often seen as symbols of renewal. Their role in pollination ensures life’s continuity, linking them to cycles of death and rebirth. Ancient Egyptian and Greek mythologies linked bees to the soul’s journey and transformation, and the possibility of new life and growth in the physical realm.
Just like bees, winter holidays often symbolize resilience and renewal during the darkest time of the year. Christmas trees and wreaths stand for the green growth of springtime, while New Year’s traditions, like resolutions, emphasize personal and collective transformation, and the possibilities of starting anew in the year to come.
Corporations can use renewal symbolism to encourage adaptability and innovation in teams. Incorporating reflective rituals, like year-end retrospectives or renewal-themed company events, can inspire growth, creating a kind of new year’s resolution for your team members, and spreading the message that change for the better is always welcome.
Light and Legacy – Bees and the Illumination of Values
One of the most critical roles that bees served symbolically in the preindustrial world was their role as bringers of light. Bees produce beeswax for candles, a symbol of light and knowledge in many cultures, and a literal bringer of illumination in the days before electricity. The beehive was often used in medieval heraldry as a symbol to represent a thriving and enlightened community, illuminated in more ways than one.
Light plays a central role in almost every winter festival. Hanukkah has the candles on the menorah, Christmas the lights and stars of the tree and Diwali has oil lamps burning brightly, with each source of festive light symbolizing hope, guidance and shared values. These bright spots in the darkness of winter remind us of the importance of persevering even when things seem at their most trying and difficult.
Corporations can use symbols of light to illuminate company values, such as transparency, inspiration or a guiding mission. Develop lasting symbols such as logos, mottos or branded objects that represent the company’s legacy and aspirations, illuminating a path forward through your thorniest corporate challenges. Apple is a classic example, with a minimalist, glowing logo that reinforces its brand as a beacon of innovation and simplicity.
Harnessing the Power of Symbols
Both bees and winter holiday traditions teach us the power of symbols in fostering unity, inspiring resilience and illuminating values. When we understand the profound effect symbols have always had on the human imagination, we can more deeply appreciate the importance of deliberately developing and deploying symbols to harness that power within the corporate world.
Businesses should embrace meaningful symbols and rituals to create a corporate culture that resonates deeply with employees and stakeholders. This means aligning your brand values with images your workers see every day, creating a sense of unity and shared identity that transcends individual struggles and inspires cohesion, productivity and growth.
From the hum of the hive to the glow of the menorah, symbols remind us that success is brightest when it is shared. Regardless of which symbols create meaning in your personal and professional life, everyone at BrandCulture sends our wish that they provide a reminder of hope and inspiration throughout the holiday season and in the new year to come.
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