Astute healthcare leaders are increasingly branding their physical spaces to create environments that communicate clearly the mission, vision, and values that inspire their organization - in short their culture. Why is communicating culture so important? It plays a role in how a healthcare provider reaches out to patients and families; recruits and retains the best talent; and optimizes performance, growth, and change. When a space brings to life a hospital's or healthcare system's culture, it helps unify the organization, communicates a story, multiplies the value of its brand, clarifies purpose, and enhances excitement about what's coming.