4 Ways to Build a Thriving Culture at Your Company (Even If You’re Fully Remote)

The challenge: create a strong company culture for a team that is 100% virtual and/or for an organization that has grown beyond the point where you can personally interact with every employee. 

The solution: have a conversation with Brittany Ruby Miller, CEO of Jeff Ruby Culinary Entertainment. Seriously!  

I interviewed Brittany on the Influential Personal Brand Podcast and she dished out “aha” after “aha” after “aha.” Her company has more than 900 employees across multiple locations, and building culture at scale is mission-critical for them.  

And while my company, Brand Builders Group, is much smaller and 100% virtual, I’ve seen that many of the principles of building culture apply no matter the size or structure of your organization.  

Here are four takeaways from my conversation with Brittany that will help you cultivate a thriving company culture.  

Takeaway #1: Speak a Common Language 

One of the most powerful ways to build culture is through shared language. I’m not talking about training documents or standard operating procedures (though those are helpful). I’m talking about creating a foundation of beliefs, values, and principles that everyone on your team understands and operates by. 

Think of it like this: if you use an acronym or refer to a concept, does your team instinctively know what you mean? Shared language allows for quicker conversations, less confusion, and a stronger sense of unity. 

How to Create Shared Language 

One of the most effective (and affordable) ways to instill shared language is by building a company library. At Brand Builders Group, we use a platform called Better Book Club to create a virtual library of books that reflect our values and priorities as a company. Here’s how we’ve implemented it: 

  • Book of the Quarter: Every quarter, we select a book for the entire team to read. We buy a copy for every employee and, yes, we make it mandatory to read.  
  • Incentives for Learning: Beyond the required reading, we encourage our team to explore additional books in the library and reward them for doing so. 

Some of the books we’ve read together include: 

  • Extreme Ownership by Jocko Willink and Leif Babin (focused on accountability and taking ownership). 
  • Unreasonable Hospitality by Will Guidara (about creating intentional, unforgettable experiences).  
  • Hidden Potential by Adam Grant (on developing talent and growth mindsets). 

When we reference concepts from these books in meetings—like “Are we being unreasonable in our hospitality?”—everyone knows exactly what we mean because we’ve all read the same material. 

Shared language creates shared understanding, which is essential for building a cohesive culture. 

Takeaway #2: Put Your Core Values Front and Center 

Shared language starts with clearly documented and communicated core values. These are the principles that guide your team’s behavior, decision-making, and interactions. 

But after you document your core values, you have to actually put them into practice. At Brand Builders Group, we take several steps to ensure our core values are lived out, not just words on our website. Two ways we do that are: 

  1. Monthly Core Value Spotlights: During our all-company meetings, one team member volunteers to give a five-minute presentation on one of our core values. They explain why they chose it, how they’ve seen it in action, and why it matters to them personally. This keeps our values top-of-mind and gives everyone a voice in the conversation. 
  1. Hiring for Values: Core values aren’t just for current employees—they’re part of the recruiting process. We share them openly with candidates during interviews to ensure alignment before they join the team. 

Pro tip: Be upfront about your culture during the hiring process. It’s okay if your values aren’t for everyone! It’s better to give candidates a chance to opt out before they start than to deal with a culture mismatch down the line. 

Takeaway #3: Keep Your Mission and Vision Alive 

Your mission and vision statements aren’t just for your company website—they should be a constant reminder of why your company exists and what you’re working toward. 

At Brand Builders Group, we’ve created what we call a Brand Mantra. This is essentially our vision and mission statement combined, and we read it out loud as a team during our monthly meetings. For me, this practice is a grounding moment. It’s a reminder of our higher purpose, which can easily get lost in the day-to-day grind of customer service, deadlines, and spreadsheets. 

If your mission and vision statements feel abstract or outdated, take time to revisit them. They should inspire and energize your team, even when times are tough. 

Takeaway #4: Build a Culture That Outlasts You 

As your team grows, your culture can’t depend on your personal involvement. It needs to be baked into the DNA of your organization. Here’s how: 

1. Hire for Culture Fit: Your core values should be a non-negotiable part of the hiring process. 

2. Manage for Alignment: Regularly reinforce your values, vision, and mission through meetings, one-on-ones, and company-wide communications. 

3. Retain for the Right Reasons: People should stay because they believe in your mission, not just because of a paycheck. 

Here’s the hard truth: Sometimes maintaining your culture means letting people go. If someone isn’t aligned with your values, keeping them can damage the morale of the rest of your team. 

Create a Company Where People Want to Be 

Building culture is about creating a company where people want to be—not where they have to be. Paychecks and benefits matter, but they’re not enough to sustain long-term engagement and loyalty. 

It’s the shared language, the alignment with core values, and the belief in a higher purpose that keep teams strong during hard times and celebratory during good times.  

If you’re looking for more inspiration and actionable tips, I highly recommend listening to my conversation with Brittany Ruby Miller on the Influential Personal Brand Podcast. She’s an absolute powerhouse when it comes to building culture, and her insights will leave you inspired to take your team to the next level. 

If you’re struggling with culture, leadership, or building a personal brand that aligns with your mission, Brand Builders Group can help. Schedule a free Brand Strategy Call with us today and let’s explore how to create a thriving culture that supports your long-term goals. 

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Hey there!

I'm AJ Vaden

I am an entrepreneur, lover of all things creative and very proud boy mom. I am into personal development, spreadsheets and have a weird fascination with taxes. I write and talk on personal branding, entrepreneurship, business and life.  

P.S. I love Jesus, and I talk about my faith a lot. Just know that going in.

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