Ι disagree. In corporate terms, you make a distinction between the brand (fluff) and the mission/vision/culture of a company. It's the same here.
@Rockefeller since you want a discussion, I would add a fourth element which may make you roll your eyes: infrastructure & operations.
Manuals, bots, clear-cut documents describing operations (I am not talking just about "guides", but also about logistics related documentation) is of great importance.
In some cases, a strong baseline in that field may cover constant changes (or lack of) leadership.