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What is culture?
Culture is an aggregate of images, values, beliefs, history and ideas. Every brand fits within a culture. The strongest brands define a facet of the culture they live within.

As it relates to your brand, culture is what people know about the world that your product or service exists within. It is a set of parameters that define the expectations that customers have about who you should be and how your brand will fit into their lives.
Broadly speaking, culture is the world. Your brand’s culture is what you contribute to that world.
Imagine you own a coffee shop. There are plenty of coffee shops that just happen to service commuters in an area that gets a lot of foot traffic. By contrast, the best coffee shops offer those commuters something more than just a cup of coffee or a scone. They have a sense of belonging in the community, they are a place where customers gather to participate in a ritual that makes a big difference in their day. If you do culture right, people will define a small slice of themselves as ‘the type of person who’ goes to your coffee shop.

The easiest way to do this is to embrace and emphasize your natural appeal to a specific subculture. Your brand should have an authentic personality one that resonates with a certain group of people… most likely, people like you.
Authenticity is the most assured way to attain cultural credibility. If you are approaching culture as an enthusiastic participant, rather than as an opportunistic vendor, you are much more likely to develop positive cultural brand associations with a loyal base of customers.

Content Courtesy Of Bond Street, Akinyi Odongo and Nairobi Fashion Hub