As per a quick definition search "Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally."
But what does that mean exactly?
A brand culture is how a company positions itself among its employees and ultimately filters out to it's customers. What values and principals does the company hold? What culturally is expected of the employees? Are these principals and values aligned with the product itself? This is leading to a lifestyle of sorts that filters out from your brand or employees. This leads to potential end users and engagers to see how the brand or company fits with their own lifestyle.
This can be seen with how I have positioned my brand with MapSo Life (the account on Instagram). MapSo Life encompasses a lifestyle and not just a brand and shows aspects that align with that lifestyle. While this is a facet of the MapSo Media Brand as a whole, it is positioned as a "way of life" or a "lifestyle" to those who follow that feed.
Branding is ingraining a logo or "brand" to a product or company. You have gone through a successful branding cycle, when individuals can see your logo and know what company or product it represents. This is usually the first step in terms of building your brand culture.
So whats the difference?!
The difference is ultimately that the branding does not necessarily show a customer how the product or company can fit into their daily lives. It is one thing to have people know who you are, however going a step further, you want consumers to understand how you are accessible and can easily fit into their lifestyle on a daily basis. When a customer can see how a product will become part of their day to day it is much easier to make a commitment to purchase.
Another difference is that regardless of use, many can decipher a logo and know what it represents. This does not necessarily lead to engagement with the product or company or a potential purchase or buy in. When you pitch the brand culture someone can easily see how they can commit to a buy in and incorporate it into their lives. In turn, understanding your brand culture can lead to see who your customers are as well as how to reach them. Sometimes there are many potential clients that are missed when you don't look at the whole brand culture and just look at who you are advertising to en masse.