Corporate communication Key concepts
04 KEY CONCEPTS
1. IDENTITY
It talks about the organization’s personality, what means: what the organization is and what it does. It includes its historical, ethical and behavioural being too. It is what an organization makes different from others, its distinguishing characteristics. Corporate Identity emerges from an understanding of the organization’s core mission, strategic vision and corporate culture.
1.1. MISSION
A mission is what an organization does, its action; a vision is what an organization would like to happen as a result of the action that it does. It answers the question “What change is achieved because we exist?”.
1.2. VISION
Vision looks forward. A vision statement is a declaration of a company's goals for the midterm or long-term future. A good vision statement provides the inspiration for the daily operations of a business and molds its strategic decisions. It answers the question “What are the results, the ends, the consequences of our action?”.
1.3. CORPORATE CULTURE
It is the total sum of the values, customs, traditions and meanings that make a company unique. It is often called “the character of an organization”, since it embodies the vision of the company’s founders. The values of a corporate culture influence the ethical standards within a corporation, as well as managerial behavior. For example, it won’t be the same the behavior required to work in Google, than the behavior required to work in an industrial company. Google will be more independent and in a more relaxed atmosphere. We can define the corporate culture as the “set of norms, values and behavior, not written down and shared by most of the people working in a corporation”. This culture is reflected in the attitude of those who make up the organization. In a popular language, we can define corporate culture as “how we do things around here”. Culture expresses identity.
2. CONCLUSION
Stated vision and values should reflect identity and drive
1. IDENTITY
It talks about the organization’s personality, what means: what the organization is and what it does. It includes its historical, ethical and behavioural being too. It is what an organization makes different from others, its distinguishing characteristics. Corporate Identity emerges from an understanding of the organization’s core mission, strategic vision and corporate culture.
1.1. MISSION
A mission is what an organization does, its action; a vision is what an organization would like to happen as a result of the action that it does. It answers the question “What change is achieved because we exist?”.
1.2. VISION
Vision looks forward. A vision statement is a declaration of a company's goals for the midterm or long-term future. A good vision statement provides the inspiration for the daily operations of a business and molds its strategic decisions. It answers the question “What are the results, the ends, the consequences of our action?”.
1.3. CORPORATE CULTURE
It is the total sum of the values, customs, traditions and meanings that make a company unique. It is often called “the character of an organization”, since it embodies the vision of the company’s founders. The values of a corporate culture influence the ethical standards within a corporation, as well as managerial behavior. For example, it won’t be the same the behavior required to work in Google, than the behavior required to work in an industrial company. Google will be more independent and in a more relaxed atmosphere. We can define the corporate culture as the “set of norms, values and behavior, not written down and shared by most of the people working in a corporation”. This culture is reflected in the attitude of those who make up the organization. In a popular language, we can define corporate culture as “how we do things around here”. Culture expresses identity.
2. CONCLUSION
Stated vision and values should reflect identity and drive