If your current corporate culture is centered solely around instilling the mission and values of the company into employees, you are leaving an insane amount of untapped potential on the table. That approach puts all the focus on the professional brand at the expense of the many personal brands working within it.
Such an approach to culture building is the enemy of innovation and fosters a system of conformity. To uplevel your culture, you need to shift into fostering individuality.
Developing personal brands within the professional brand allows each employee to identify their own unique value, passions and personal strengths and bring the best of who they are into the heart of what they do. When you elevate the potential of each individual, you recalibrate the group dynamic, elevating the potential of the entire team.