In response to the urgent need for the transformation and development of expressway service areas, the regional culture is taken as a breakthrough to create a new path for brand building. By analyzing the brand status and problems of expressway service area, and the value of regional culture for its branding, the innovative method of branding with culture was summarized. According to the brand positioning, brand image and brand experience of expressway service area, the construction method of expressway service area brands based on regional culture was proposed. In view of the problems of unclear brand positioning, serious homogeneity, and insufficient resource utilization of expressway service areas at this stage, expressway service areas should rely on local cultural genes, integrate regional resources, communicate the industrial chain with culture, and carry out value reconstruction and brand positioning, thus build a functional visual system based on user perception needs, to enhance the service format with cultural experience, and make the service area a transportation business with recognizable and sustainable power.