Do all brands need to create culture?

Don't come for me, but no (and that’s not a bad thing). There’s a difference between a brand that’s built to convert and a brand that’s built to cultivate.

Both are valid and can be successful; they just serve different goals. Some brands solve a problem clearly and efficiently, while others are here to express a belief, shape identity, or create a sense of belonging.

Some will always be more transactional, while others will evolve into cultural. DTC brands, personal brands, and service brands can succeed by being relevant, useful, clear, and trustworthy. They don’t need a cultural movement behind them to grow.

But iconic brands (the Nikes, Cokes, Patagonias, Apples of the world) are playing a different game. They don’t just sell something; they stand for something by connecting to something bigger than their products.

The key is knowing which kind of brand you are and building accordingly. Your brand doesn’t have to be a cultural force, but it does have to be aligned with its audience, its message, and the role it’s meant to play.

Not sure which type of brand you’re building — or how to shape it with clarity? That’s exactly what I help people do. Book a free clarity call or grab your free Brand Clarity Workbook: https://lnkd.in/g7u7khcM