LAS VEGAS – Who do you want to be when you grow up? That’s a question any business should ask when defining its company culture, said Jon Wolske, cultural evangelist for Zappos. “It’s about what you want to be and what you strive to be, and it should be fun,” he said.

Culture is a mixture of attitude, feelings, values and behaviors that characterize and inform a group and its members. That may be dry, but the execution of a successful corporate culture shouldn’t be, said Wolske, who spoke at Tuesday’s educational session, “Creating and Sustaining a Culture of Service.”

“Your brand has to have a feeling to you and your customers,” he said. That feeling needs to come across from you down through your employees and to customers, who will crave that culture and come back for more. “Your culture is your brand,” he said. “Your culture is your success.”

Companies with strong cultures end up with better returns on investments, higher net income growth and bigger increases in share price. To get there, he advised that you do a few things that may seem counter to your current culture—or lack of culture.

“Embrace and drive change, and create fun and a little weirdness,” he said. “Turn something that is a headache into something exciting.” Ask for input from your staff to define the culture of your brand, which will also help align employees with the goals of the company.

“The culture will ultimately drive employee productivity, customer service, quality and brand strength,” Wolske said.