Think of how you want your audience(clients) to see and feel about you and your business and then, structure your brand identity, marketing strategies, advertising and sales strategies to influence your brand.
I don't think employing entrepreneurs is the best way to build a forward-thinking company culture. Not all entrepreneurs disrupt industries, but all innovators disrupt industries. In conclusion, hiring innovators is the key to building a disruptive company.
Your brand is not about you, it’s about how people perceive you, your product or your service.
As Marty Neumeier says in his book THE BRAND GAP.
You see… branding is long term and you have to be consistent to gain trust.