services: Corporate identity, branding and culture change - a dynamic approach
corporate culture, branding and identity are a mix of:
values and aspirations
plus performance and behaviour
plus reputation & how you are perceived
- all of which must be right for the marketplace & today's expectations
and be consistent with business strategy and objectives
values

aspirations

mission

guiding principles

"our way of doing things"
performance

behaviour

relationships/ partnerships

communications

HR/people policies

organisation/ management processes
reputation

perceptions

experience of dealing with the company

 marketplace

expectations
business strategy and objectives
^^ to top strategic approach organising the Communications function back to services & publications