Organizational culture is much more than attitude or philosophy...it is everything you do and say, what you allow and don't allow, how you treat people and let people treat you.  Culture equates to the behaviors of the organization (positive or negative).  So, model the behaviors you want repeated and eliminate the behaviors you don't want in your organization, and especially socialize (teach/train) the new people in your organization to those behaviors you want and don't want.  Socialization is the vehicle that carries group and organizational culture.  Socializing the new people is the most important step, then reaffirm wanted behaviors and condemn unwanted behaviors.