Ten questions to help you define the culture behind your brand

Posted on Posted in How to Guide for Marketers

The best brands of today spend as much effort marketing to themselves as they do to their consumers. While a culture will form naturally, you can use a brand purpose and values to steer everyone who works behind the scenes of your brand. 

Finding your brand purpose answers the big question of “Why does your brand exist?” It should force you to explore the underlying personal and honest motivation for why you do what you do. 

Ikigai (生き甲斐) is a Japanese concept that means “a reason for being.” It is an intersection of what you are good at, what you love, what the world needs, and what you can be paid for.

brand culture

Finding your brand purpose

Brand purpose can be a powerful way to connect with both employees and consumers, helping define your brand soul. 

While this Venn diagram looks somewhat crazy at first, trust me, it works as an excellent tool for building your brand’s purpose. This Venn diagram has four significant factors, which match up: 

  1. Does it fit with what consumers need or want?
  2. Does it fit the core values of your team?
  3. Does it deliver your passion in loving what you do? 
  4. Can you build a beloved and successful branded business. 

Your brand purpose will come to life at the intersection that meets the consumer needs, fulfills your passion, stands behind your values, and yet still builds a successful branded business.

Five questions to help find your brand purpose

  1. When it comes to your business, what aspect creates the most passion for you, and how does that passion build a bond with your most cherished consumers?
  2. What is the most unique, ownable, and motivating offering from your business, that puts you in a position where you believe others cannot replicate what you do?
  3. What is your core belief or behavior about your business that leads to creating the best consumer experience possible?
  4. What do you do to make your brand one of your consumers’ favorite brands, and how is it making a difference in their day, year, or life?
  5. We all have choices in life. What was the final reason you chose to build your life through this business, instead of the other options?
Using the stimulus from the answers to these questions, you can begin piecing your purpose statement together. Here’s an example using Gray’s Cookies. 

Discovering your brand values

Brand values form the backbone of your organization. They may come from your background, how you grew up, rules you identify with or how you see your priorities in life. 

Your beliefs come from your experience, helping explain why and how you choose to do business, how you treat your people, and how you conduct yourself as a leader and as a person in the community. These beliefs should be personal, ethical, or rooted in frustration for how you see things happening in the world. 

Your inspirations should excite the team members who work behind the scenes of the brand. Inspirations should stimulate your people to go beyond the norms of effort or passion. 

For organizations, I believe it works best when your people have input into creating and building your values because they will feel included, heard, and invested in your brand’s success. Maybe that is one of my own core values in a bottom-up approach to building brands. However, the closer your values reflect the realities of what your people believe in, the more successful you will be in using those values to inspire greatness.

Five questions to help find your brand purpose

  1. What is in your background–whether that is how you grew up, experiences that shaped the priorities in your life–that you bring to your business?
  2. What are your beliefs that come from your life experience that can explain how you choose to do business? 
  3. How does your life experience impact how you treat people, conduct yourself as a leader, and how it affects your perception as a business?
  4. What are the inspirations from your life, whether a life lesson you keep thinking about or saying you repeat to yourself during a tough time, that shine through the way you do business?
  5. Where do you see a behavior exhibited by one of your people when you think it is offside for the way you wish to do business, even if that behavior is generally-accepted in other companies?
Using the stimulus from the answers to these questions, you can begin piecing your brand values together. Here’s an example using Gray’s Cookies. 





At Beloved Brands, our purpose is to help clients build brands that consumers will love and make brand leaders smarter.

Here are the core beliefs that drive and separate Beloved Brands from everyone else.

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  • We include slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
  • You will get the one-page brand plan and brand strategy roadmap. 

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