April 18, 2025

Reader,

Last week, Jaz and I got flown out to Mexico City to shoot content for a Fortune 500 brand— one you probably interact with at least once a week.

We were in their offices for three 10-hour days.

It was intense, but in the best way.

And somewhere between takes and camera resets, I had a moment I didn’t expect.

I was on break, sitting in their cafeteria, eating lunch with Jaz.

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I looked down at my food, then up at the wall across from me. In huge letters it read:

And I paused.

All around us were people from three different floors of the company, talking, laughing, sharing space—together.

It made me ask: What makes a brand feel this real, this aligned, this magnetic? Not just to their customers—but to their employees too.

Over those three days, I started noticing the patterns. The things this company did exceptionally well that made their brand not just known—but felt.

Here are the 3 things that stood out—and how you can apply them to your own personal or business brand.

1. A mission that means something:

When a company has a clearly defined mission, it becomes the anchor for everything: the content, the hiring, the messaging, the way people show up at work.

At this office, their mission wasn’t hidden. It was blown up across 8-foot murals on every floor.

You could feel it in the way people carried themselves.

You could see it in how teams worked together.

As humans, we’re built to seek purpose. And your audience is no different. Your mission gives them a reason to follow you, buy from you, trust you.

If your brand doesn’t have a clearly defined mission—it’s like building a house without a foundation. You might stand for a while, but not for long.

2. A culture that lives beyond the content

What really struck me was how much the internal culture bled into the external brand.

People were engaged. Friendly. Proud to be there.

This didn’t happen by accident. It came from the inside out—shaped by values, language, behavior, and consistency. And it created a magnetic environment that you wanted to be part of.

Whether you’re a solo creator or running a team, your brand’s culture shows up in everything—your tone, your interactions, your content. People can feel if it’s real or not.

3. Values that aren’t just written down—but lived out

The company director said something to me that I won’t forget:

You can say you stand for something. But if your content, your business, your daily actions don’t reflect it, your audience will feel the disconnect.

We’re in a trust recession. Now more than ever, people are looking for creators, service providers, and businesses that are clear on what they stand for—and consistent in how they show it.

If you want to build a brand that cuts through the noise, start by getting loud about your values.

The right people will lean in.

The wrong ones will move on.

That’s the point.

What we're doing with this new knowledge:

When I walked out of that shoot, I turned to Jaz and said,

“What an amazing company. What an amazing experience. Not just to create for them—but to learn from them.”

It made me reflect on how we show up at Awake Abroad Media.

We’ve worked with over 7 Fortune 500 companies now, and the same three traits keep showing up again and again: mission, culture, and values.

These aren’t just “corporate” concepts. They’re the foundation of every great brand—at every level.

They’re also what guide how we show up for our clients. We don’t just post content. We research, script, edit, and publish content that’s aligned with long-term vision. And we intentionally infuse evergreen content into every monthly strategy—because we’re building legacy, not just likes.

One of our clients closed a deal worth $12,000 from just their third post. Because it wasn’t random—it was rooted in who they are, what they do, and why it matters.

How can you apply this to your brand and business?

If there’s one thing you do this week, let it be this: Take 30 minutes to define your mission, your values, and the culture you want to create around your brand.

If you want help, we’ve built a free Personal Brand Workbook you can download. Print it out. Write it down. Stick it on your wall.

And when you’re stuck wondering what to post or who you’re speaking to—go back to it.

That’s what we do. That’s what keeps us going.

Chat soon,

Seb & Jaz