People just want to belong.
As human beings, it is absolutely essential for us to build relationships, or bonds, with one another. It’s in our nature. We need to feel like we are a part of something bigger than ourselves. Communities, and the unique collection of manifestations they are composed of, are what create culture. Culture is the framework that structures a community or society. The people living within that structure loyally support everything it represents. The same is true for company culture.
People (meaning staff and customers) can benefit from a company’s culture in profound ways. When a brand gives its people a sense of belonging to a community of other like-minded individuals, those people are given the ability to feel for the brand. It’s much more powerful than a transaction. It essentially transcends the transaction.