What does it really mean to root a brand in culture?

Clearly I’m not the first brand marketing person to say this, but if you want to build a leading brand in today’s hyper-connected world, you need to look at how to build meaning into your product offering and brand positioning. It’s not an exaggeration to say that customers who shop in the premium space want to support brands that resonate with their values; that align with what they stand for, and that demonstrate an awareness of the cultural conversations shaping their lives. This is where the idea of rooting a brand in culture comes in. But let’s dig a little deeper and look at how brands can do this.

This post will look at overarching positioning. If you’re interested in how marketers can then start to build a marketing and communications plan that deepens cultural relevance through strategic activations, you’ll have to wait until I get around to writing another post on that! cv

Defining culture in brand building

Culture is more than art, music, or fashion — it’s a complex structure of shared values, beliefs, traditions, and behaviours that give communities their identity. Rooting a brand in culture means aligning your whole business ethos and positioning with current, shared experiences in a way that feels genuine, natural and relevant. This means making sure you know exactly what you can offer, and where it slots in to someone’s life, comfortably. It’s about seeing beyond transactions and looking into the emotional, social, and cultural context in which people live, then being clear about how your brand and business aligns, or doesn’t — it’s as much about what you aren’t, as what you are.

Doing this well is what makes the difference between brands that soar — quickly gaining followers and engagement on social; seeing improved dwell time and a higher conversion rate; sparking engagement and conversations; and garnering attention from audiences of all kinds — and those brands that… go unnoticed by the vast majority.

Why rooting in culture matters

1. Genuine connection

I’m a bit fed up with the word authentic, so let’s find another way to talk about it. A brand that feels rooted in culture feels outward-looking and self-aware. It’s not just about launching in moments that matter, it’s about creating an entire brand world that feels relevant, current and highly appealing. When people see familiar stories, or celebrations, or even struggles, reflected, it’s not an exaggeration to say they feel seen and connected — and that’s where brand loyalty begins to take root. 

Let’s look at an example of a brand that had a strong positioning that was culturally relevant. Back in 2015, a cultural shift was happening in the wellness space around sleep. Replacing the brash and boastful chants of sleep being for the weak, were a handful of experts who were beginning to advocate for the incredible power of sleep and getting more of it. Eve Sleep — maker of the original mattress in a box — saw this, and spotted the opportunity to be part of the conversation. They built their entire brand around how to help people sleep better. This was the north star that directed every part of the business, from PR to social, product design, events and advertising. Plus, they realised that getting a good night’s sleep is important because of what it means for your next day, and that was the exciting bit. They built a sleep brand not around sleepy zzzzz’s, dreamy clouds and talk of winding down. Instead, they focused on the fact a great night’s sleep gives you a better morning — more energy, positivity, enthusiasm and a brand colour of a zingy yellow, not blue or grey. They created an energy brand in a sleepy category whilst slotting themselves into a wider cultural movement and understanding of the importance of sleep to health and wellness. It was genius, and it worked. Eve Sleep became the UK’s fastest ever retail brand to IPO (in May 2017) at just just over two years after they launched (in February 2015).

Haven’t heard of Eve Sleep? Not impressed by what they’re doing now? Me neither, to be honest. And that’s because they’re no longer at the forefront of cultural marketing. They’ve fallen off the brand marketing band wagon, so to speak, and back into the space of heavy discounting and peddling a commodity. (Which is sad for me to say as I used to work there and my boss, co-founder and chief brand officer Kuba Wieczorek was not only the BEST human but also a brand building genius). The point is, taking a cultural marketing approach works, but it takes constant maintenance, and if you don’t keep working on it, you quickly lose traction.

2. Differentiation in a crowded market

If you’re selling a consumer product, it’s likely you’re in an extremely crowded market, where customers have countless options to choose from. You need something compelling if a customer is to choose your product over someone else’s. Your brand needs more than good products to stand out. Cultural relevance gives a brand a unique positioning — one that competitors can’t easily replicate. Another brand I think does this well is Desmond & Dempsey. They’re not just selling stylish pyjamas, they’re selling the idea that “doing nothing is doing something” — they’re selling the permission to relax on Sundays, stay in your pyjamas, to rest and recharge. A refreshing antidote to modern living that resonates. And it’s packaged up in a way that’s premium quality, intelligently marketed and beautifully drawn. 

Post-pandemic, we’re all feeling the pull to the natural world; unplugging and exploring the rejuvenating power of the great outdoors.

3. Driving conversations and influence

Brands that tap into culture become part of the conversations that matter. Instead of interrupting — putting something out there at a time that works for you, but makes no acknowledgement of what’s going on in the wider world — they participate. So if you want to really get this right, you nail your positioning, and then you see how much easier it is to own a conversation. Because that is what will power your marketing, giving you fodder for every new product launch; a north star for ever piece of content and creative. Spotify Wrapped is a good example. Each December, they turn users’ listening data into a cultural moment. Which means that Spotify doesn’t just launch an advertising campaign; it sparks a global conversation, where users proudly share their stories and we gain insight into what’s trending and why, and the brand becomes part of pop culture itself.

Could your brand align with the return to embracing extravagance; making moments matter, and in-real-life connection?

4. Long-term relevance

Trends come and go, but culture evolves more slowly and deeply. A brand that invests in understanding cultural shifts can stay relevant for years, not just months. Apple has consistently shown this through its “Shot on iPhone” campaign, which leans into the cultural rise of user-generated content and the value of creativity, positioning the iPhone as a tool for cultural participation rather than just a product. And one that all of us can participate in. 

Turning back the clock — we’re witnessing a nod to the analogue, and the nostalgic notion of a time before social media and smartphones

So, a quick checklist on how to root a brand in culture

• Look and listen: Pay attention to what people are talking about, both online and offline. Notice shifts in behaviour, study which brands are getting attention and analyse why. 

• Find genuine alignment: Don’t chase every trend. Identify where your brand’s values naturally overlap with what’s going on around you and keep your focus.

• Co-create with communities: Involve the people you aim to serve. Collaborations with cultural leaders, creators, and communities give your brand roots. 

• Show up consistently: One-off campaigns risk being seen as opportunistic. Cultural marketing requires ongoing and genuine commitment.

Rooting a brand in culture isn’t about chasing buzz or (shudder) going ‘viral’ — it’s about building meaning. In a marketplace where attention is scarce and loyalty is fragile, a positioning grounded in cultural significance is what helps a brand move from being just another option to becoming part of someone’s life. Success is when someone says “I’m a XXX [insert brand] kind of girl/guy.” That’s the kind of brand that lasts.

Keen to inject some relevance into your marketing and positioning? Drop me an email at hello@elizabethrhodes.uk — I’d love to chat. Or, sign up to my newsletter here for more insights on brand building and communications.