“We can hardly continue to make the best outdoor clothing if we become primarily an “indoor” culture. So we seek out “dirtbags” who feel more at home in a base camp or on the river than they do in the office.”

Yvon Chouinard, Patagonia founder/owner and author of  Let My People Go Surfing

Beyond recruitment, other ways organisations can reflect their brand within their culture is through leaders as role models, recognition programmes, and organisational rituals that reinforce brand principles. A leading example of an organisation doing this well is the sustainable clothing brand Patagonia. Its values of environmentalism, integrity and quality are reflected in the people it hires and nurtures, to help cultivate the culture it desires.