Zappos is a customer service company that just happens to sell shoes.
Businesses often forget about the culture, and ultimately, they suffer for it because you can't deliver good service from unhappy employees.
A great brand is a story that never stops unfolding.
Whatever you're thinking, think bigger.
Have fun. The game is a lot more enjoyable when you're trying to do more than just make money.
Ask yourself: would you be comfortable printing everything your employees, customers & partners have to say about your culture?