Culture is Brand. Brand is Culture.
Why Culture and Brand Are Inseparable
When people talk about brand, many still think about logos, taglines, or visual campaigns. But the reality is much deeper: brand and culture are inseparable.
As Denise Lee Yohn puts it, “Brand and culture are two halves of the same whole.” Brand is not only what customers see on the outside, but also what employees live on the inside. Culture defines how people work, collaborate, and make decisions; and these behaviors shape the brand experience customers receive.
For companies, especially in big cities like Jakarta, the role of a brand consultant should go beyond visuals or marketing. It should also help companies align culture and brand into one living system.
At Ante Merediem (AM), a luxury creative agency Jakarta, creating culture has been a long journey and not an easy one. We realized early that culture is not just about serving good food or providing nice office facilities (although those are meaningful too). Culture is about values in practice.
Since AM works in a work-from-home system, we faced unique challenges:
Gaps in human connection, some members feel lonely!
Miscommunication across divisions
Risks of people feeling siloed and disconnected
It took us years of trial and error to find our own formula. Our Culture didn’t come overnight, it evolved through mistakes, learnings, and small wins that became habits.
Our Formula: Culture in Practice
Here’s how we keep culture alive at AM, even in a remote-first environment:
Physical Gatherings with Purpose
We still meet face-to-face, but with clear agendas. Every gathering is designed to spark genuine connection.
Our Virtual Home
Online, we work through our favorite digital platform, SoWork. It acts as our virtual office, bridging distance and creating a sense of togetherness.
Clarity Across Divisions
Every division updates what they are working on everyday. Transparency prevents silos and builds trust.
Monthly Culture Sparks
Sessions where we pause, reflect, and reignite our shared values.
Group Coaching
A powerful practice that builds both individual growth and collective resilience.
Other Ways We Live Our Culture
Culture isn’t only in big initiatives. It’s in the small choices we repeat daily:
Forever Learners
At AM, learning is a must. Everyone is encouraged to explore new things and share through AM Talks. This keeps curiosity alive.
The Habit of Gratitude
Saying “thank you” is part of our culture. We even put a poster in our virtual hallway as a daily reminder. Gratitude builds respect and appreciation.
Handling Friction with Care
Conflict happens. At AM, we create safe spaces where everyone can express feelings constructively.
Morning Start
We start early, 9 AM sharp. No night owls. Health is a priority, and we believe a healthy rhythm creates sustainable creativity.
Case Study: Ritz-Carlton and the Power of Culture
One of the strongest inspirations for AM’s culture comes from The Ritz-Carlton.
The Ritz-Carlton has long been a benchmark for how culture shapes brand. Their credo, “We are Ladies and Gentlemen serving Ladies and Gentlemen,” is not just a tagline, it’s a way of life.
Our Chief of Growth, Maria Kartika, once worked at The Ritz-Carlton and experienced firsthand how deeply this culture still lingers inside her heart. Every employee, from housekeeping to general manager, was empowered to live the brand values daily. Staff were trusted with resources to solve guest problems immediately, because culture was seen as the foundation of brand reputation.
Up until today, that credo still resonates with Maria: culture defines dignity and respect within the team, which then becomes the brand promise experienced by every guest.
At Ante Merediem, we take inspiration from this. Just like The Ritz-Carlton, we believe that without a strong internal culture, there can be no authentic brand experience.
Culture as Our Living Brand
Through this journey, we learned that culture is never static. It evolves, just like a brand. At AM, we believe culture is brand, and brand is culture.
And that’s why when we talk about brand, we don’t just build it.
We live it.