CULTURE VS. BRAND

Ever walked into a company or business and instantly felt the vibe? The rhythm of conversations, the energy in the room, and how people talk about their work? That’s culture in motion. It’s not what’s written on the walls. It’s what happens when no one’s watching.

Now flip the lens. Think about how the world sees that same company. That’s brand. It’s the story they’re telling externally. But if the internal reality doesn’t match the external story, things break down. Fast.

When culture and brand are in sync, people inside the company trust leadership, and customers trust the company. Decisions move faster, collaboration deepens, and momentum compounds. But when culture and brand drift apart, disengagement rises, customers get confused, and trust fractures everywhere.

Read more in From the Inside Out: How Culture Shapes Your Brand.

The fix isn’t in a rebrand. It’s in doing the work. Realigning culture and brand means re-centering your Core Values, rebuilding trust from the inside, and letting that lived experience shape the story you tell the world.

Are you building a company where the inside and outside match or just hoping no one notices the gap?

PERSPECTIVES

“The culture of any organization is shaped by the worst behavior the leader is willing to tolerate.” — Steve Gruenert and Todd Whitaker

“Your brand is what people say about you when you're not in the room.”
— Jeff Bezos​

MARK MY WORDS

I’ve seen it happen more times than I can count. The brand looks magnetic, bold, exciting, and full of promise, but inside, things feel off. Culture is messy, unclear, or disconnected from what’s being promised to customers. Eventually, that misalignment shows up in performance, retention, and trust.

If you’re serious about building a great company, start with culture. Make it explicit. Make it coherent. And make sure it resonates, not just with leadership but with every person who’s chosen to be part of your journey. When you get that right, the brand will follow. 

Brand can attract attention. But only culture delivers on the promises that brand makes.

GOT A MINUTE?

Forever Agreements are the soul of your company. These are the things that should never be compromised. In this clip, I unpack how these unchanging commitments shape both culture and brand.

[Watch Now]

ONE MORE FOR THE ROAD

In case you missed it, here’s more from Founder’s Framework:

The Three Dimensions of Happiness

After decades of building companies and supporting leaders, I’ve realized this: Real happiness isn’t about ease or comfort. It’s about connection, meaning, and growth.

In this article, I share why those three dimensions matter, not just in life, but in the kind of Work that creates lasting fulfillment and fuels high-performing teams.

[Read Now]