How to build your brand – Looking beyond the logo. Part six: Culture and values

How to build your brand – Looking beyond the logo. Part six: Culture and values

Erinn KovitchOct 14, 2020

“Every interaction, in any form, is branding.” Seth Godin

At Idea Kraft, one of the most repeated mantras we have when kicking off a branding project is that a logo is not the only element of branding. While the words “brand” and “logo” are often used interchangeably, a logo is just a piece of the brand. It may be the most forward-facing piece, but it works in unison with many other elements to create a brand in its entirety. If all the elements are not considered, you may end up with a weak brand that takes away from your brand experience. If your overall brand is disjointed, you won’t resonate with the audience that you’re trying to reach.

In this series, we will take a look at all the elements that build a brand: Color, Photography, Typography, Illustrations, Tagline, Voice, and Culture & Values. These elements should be used together in a cohesive and thoughtful way that not only solidifies your brand but elevates it.

For more information and an interactive guide on how to create your brand from the ground up, email us for a copy of our Build Your Brand guidelines.


Though not as forward-facing as the brand elements we have already covered, culture and values are key components of your brand identity. Your culture and values are derived from your brand’s purpose, vision and mission. It’s seen in how you treat your employees, how your audience views your brand and how you give back to your community.

We’ve compiled some examples for you that demonstrate the power of a strong culture and value system.

1 – Chewy

Lauded by pet owners across the country, Chewy has renowned customer service and a community-oriented philosophy. If you need to return a purchase, Chewy will refund your money, but ask that you donate the item to a pet shelter instead of sending it back. This approach not only helps out pets in need, it also takes the hassle out of dealing with returns for the consumer. Chewy has also been known to send flowers, handwritten holiday cards and custom art to their customers in memory of a lost pet or to celebrate a pet’s birthday. Chewy’s personal approach and philanthropic values set them apart in an oversaturated industry. The Chewy culture is so strong, even the shipping boxes have a hashtag.

2 – Chevron

As a global energy company, Chevron is no stranger to negative PR. To counteract criticism, Chevron started the “Chevron Way” initiative to support their employees and prioritize safety. Through the program, employees can enjoy health-oriented perks like gym memberships and regular breaks to prevent work-place accidents.

3 – REI

At REI, outdoor adventure goes beyond recreation. As a co-op, they prioritize purpose over profits and support sustainable efforts to make outdoor spaces accessible to everyone. REI employees financially back nature-based research, organize clean up efforts, and host used gear swaps to prevent REI products from ending up in landfills.

4 – Nerdery

We’ve talked about large corporations so far, but smaller companies can build strong workplace cultures too. At Nerdery, employees are offered a generous benefit package (that even includes pet insurance!), and HR prioritizes diversity initiatives. Employees can bond over OOO adventures like brewery tours and bike rides. Nerdery prides itself on a culture that champions trust, which encourages open conversation and better productivity.


Email us today to discuss your branding project or to get more information on how to build your brand!

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