Recite your company’s core values. Now ask the person next to you to do the same. Different answers?
Culture can be one of the most difficult things to define, especially for a new company who has yet to cultivate its identity. It is paramount for culture to be evident to everyone in and outside of the company. If a potential hire or new employee doesn't see the core values of the company then it may be hard for them to find the those values in the work that they perform. When a potential client has several options to solve their problems, they are going to partner with the company that has a culture that aligns with their own.
Culture is more than just an outline to get you towards your goals as a company. Culture is about the people you work with every day, the ability to work and make decisions alone and as a team, and the environment that contributes to this. If these things do not coalesce, then it will be difficult to maintain and evolve your culture.
Make sure that your actions are in line with how you intend your culture to be conveyed. IE practice what you preach, and it will be easier for everyone else to do the same. Be sure to reflect your values through your actions.
Culture is a dynamic facet of a company. It is ever changing and moldable as the company evolves and grows. Don't ever get stuck in the box thinking that your culture has to stay exactly how it is. Let it build and change just as your company does.
Relationships are just as important to your culture as are the values of the company. Your team is your most valuable asset and what fuels and evolves your company culture. Every new team member has to possess similar core values to ensure that your team does not kill your culture. Make sure you're giving people the tools to allow your culture to survive and thrive each day.