CEOs talk about company culture, how it affects hiring etc..It's essentially the personality of your business and more importantly, how other people perceive that personality.
Two key ways to find out: Speak to your staff & speak to your customers.
Provide your staff with an anonymous method of providing feedback on what it's like working for your company, what are the best bits, worst bits, etc. Approach some of your customers and ask them essentially the same questions, what was it like working with your company by comparison to others they have worked with before, etc.
What I focus on is hiring people that can do job well
That's a great first step. The best follow-up to that is to ensure you do everything within your power to keep these people working for you. How you do that ultimately defines your companies culture. Listen to your staff.
I visit a lot of different companies in my line of work (IT Recruitment Consultant). I deal with small, niche software houses, global telco's, etc. and the atmosphere between companies varies immensely. Some places you will walk in to the floor where the developers are working and you could hear a pin drop, others can be vibrant, energetic and loud.
There is too many different schools of thought on what a companies culture 'should be'. The fact is, every company is different. If your staff & clients are happy and your company is making a profit then you are doing well. If you have ticked those boxes and you get really good people approaching you looking for work because they have heard good things about you & the company then you are doing great.