On Why Culture Matters, Why You Shouldn't Tone Down Your Brand, and How to Build Identity with Flavor

Every brand has a flavor.
Some are sweet. Some are smoky. Some are a little bit of both.
But the best brands? The ones that linger? They’re the ones that bring the heat.

Texas Pete isn’t technically from Texas (it’s made in North Carolina), but the name evokes a whole vibe: cowboy swagger, front porch meals, something bold enough to cut through the noise and say I’m here. That’s culture.

And culture is everything when you’re building a brand.

Don’t Water It Down

Too often, brands, especially those built by women, Black creatives, or people of color, get told to clean it up, tone it down, or “make it more digestible.” They’re asked to speak softer, to fit neatly inside boxes that were never meant for them.

But here’s the thing: flavor doesn’t ask for permission.
And your brand shouldn't either.

You don’t need to shrink your dialect, soften your tone, or trade your roots for relevance. Authenticity isn’t negotiable. Your truth isn't something that needs editing. It's something that demands space.

The culture is the brand. That’s what makes it real. That’s what makes it stick.

Why Culture Matters

People don’t just buy products. They buy into identities, emotions, memories, and experiences. When you embed your culture into your brand, you create something people can feel, something they can belong to.

Look at Texas Pete: it’s more than just vinegar and chili peppers in a bottle. It’s a feeling. It’s storytelling. It’s the comfort of a backyard barbecue, the boldness of taking risks, and the subtle rebellion of being proudly different.

That’s what culture does: it bridges a connection between your past and someone else’s present. It tells stories without having to say a word.

What Does It Mean to Build With Culture?

Culture isn’t just “a vibe.” It’s the shared language, symbols, memories, references, and values that make your community feel seen. When you lead with culture, you’re not just selling a product. You’re inviting people into a world that feels like home.

Here’s how you can start weaving culture into your brand identity:

Tell Your Story Loudly
Use your actual voice. Reference your neighborhood. Share the food, music, slang, or family traditions that shaped you. Let people taste, hear, and feel the roots that ground your identity.
Design with Intention
Choose visuals that reflect your experience. Not just what’s trending, but what’s true. Think about the patterns in your grandmother's kitchen or the colors from your favorite neighborhood market. Those details speak louder than any fleeting design trend.
Speak to Your People
Don’t market to everyone. Talk directly to the folks who get it. That connection? Unmatched. When you speak the language of your audience, you build loyalty, trust, and a community that can’t be replicated.
Stand on Something
Your values are part of your brand. Don’t hide them. Whether it’s joy, justice, or generational healing, let it show. Take risks. Speak up. Consumers don’t just buy products; they buy beliefs. Make sure yours are clear.

How Texas Pete Got It Right

Texas Pete isn’t selling sauce. They’re selling confidence, authenticity, and unapologetic flavor. They didn’t pick a neutral name or create a watered-down identity to appeal broadly. Instead, they went bold. They embraced a feeling, evoked a place, and owned their cultural storytelling, even if the geography was a bit fictional.

They never apologized for their heat, their spice, or their swagger. Instead, they amplified it, proudly declaring who they were and, equally important, who they weren’t.

That’s how culture transforms ordinary into memorable. That's how identity goes from bland to legendary.

Bring the Heat

When I say build a brand with flavor, I mean one that wakes people up. One that stings a little in the best way. One that doesn’t try to be for everybody because it’s for your people first.

So let your brand sound like your grandmother. Let it look like your neighborhood. Let it move like a Sunday two-step or a Friday night playlist. Create something that leaves an imprint, that sparks recognition, that encourages your community to nod and say, “This feels like home.”

Don’t erase your culture.
Center it. Celebrate it. Brand it.

Pass the hot sauce.
We’re cooking.

Until Next Sunday.

—
Miya
Founder of Sunday & Co.
Your host at The Sunday Brunch

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