Category language is useful for a spreadsheet. It is less useful for making someone care. When a company starts by describing the box it sits in, it often ends up sounding like every other company in the box.
Culture gives a brand a sharper starting point: a way of seeing, a set of choices and a reason that people might want to participate.
Start with the live tension
Every useful brand has a tension inside it. The thing customers currently tolerate. The old assumption the founder cannot accept. The gap between the quality of the work and the way it is understood.
That tension is more ownable than a list of features. It is where language, identity, content and behaviour begin to line up.
Make the point of view usable
A point of view is not a manifesto left in a deck. It should help decide what the website says, what the team refuses, what the feed repeats and what the next campaign makes visible.
That is the difference between a brand that sounds interesting and one that actually changes how the business moves.