The Identity Aspect

Each organization has its own ‘Identity’, which includes its name and how it appears to others - whether it is thought of as reliable, ethical, adventurous, or having political leanings.

Organizations want to present a unique image to the world and for those with many separate parts there is often a need to have a recognizable whole with which the different parts can associate.  However, individual units of a large group may also be concerned that they don't lose their identity and be bypassed or starved of funds. Consequently, they may strive to be noticed within the overall corporate structure.

Much is made of 'corporate identity'.  This encompasses the name, the way it appears and the impact that the organization has on the world through the way it presents itself in advertisements, buildings, uniforms and the style of its products.

A strong identity can be more valuable to an organization than all its other assets put together.