Who You are, What You Do, How you Do It, and Where You Want To Go
Corporate identity is the unique identity of a company that differentiates it from its competitors; it is a valuable asset, and influences the organization’s strategy, structure, and vision. Today, it is often replaced by the word “brand.”
Example, Products and Services, what you make or sell, (think BMW).
A corporate identity or branding program enables a corporation’s individual identity to be managed and projected.
Example, Environments, where you make or sell it, (think Hilton Hotels).
In order to develop an effective identity or branding program, organizational builders must have a clear idea about what drives the organization – they must have a vision and a sense of strategic direction.
Example, Communications, how you talk about your product, (Think Coca Cola).
Organizational builders can consciously construct a structure that enables the organization to project its identity both internally and externally.
Example, Behavior, how you behave to your employees and the world outside, (think Southwest Airlines).
Olins, W.,2006: The Ultimate Business Resource, p. 122.