You don’t build a successful culture, at any level, by declaring the sort of culture you want. You don’t do that by making use of the tagline of some other company’s as your own marketing materials. Use your own tagline if you feel that it’s helpful, not another company’s.
A culture is not built by declaring to the outside world what your culture is. A culture is built from the inside out, slowly, day by day. It starts by having the leaders walk the talk. Then the ‘spirit’ of the organisation spreads from person to person.
By all means, make use of advertising to talk about what your organisation stand for. But perhaps what is more important is to rally the people within. What we can do with advertising and marketing is just to put the kind of culture that you stand for into words. But until the time when each and every person in the organisation take decisions and actions that are in line with what the culture is, you won’t get a strong culture.
Rome wasn’t built in a day.
Neither would your culture become strong in a few short years.
But you, as the leader, can start by looking within and simply asking, “Are we, as an organisation, actually saying and doing the things that we stand for?”
Only when you consistently say and do the things that you actually believe in can you build a strong and lasting culture.
What’s hard though, is resisting the pressure of instant gratification, to rise to the top of whatever rankings that you covet in a short time.