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Image is a reflection of an organization’s identity. While image can vary among constituencies, identity needs to be consistent.
Identity consists of a company’s defining attributes A company’s identity is a the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, motto, products, services, buildings, stationery, uniforms and all other tangible pieces of evidence created by the organization and communicated to a variety constituencies. Constituencies then form perceptions based on the messages that companies send in tangible form. If these images accurately reflect an organization’s reality, then either the strategy is ineffective or the corporation’s self understanding needs modification...
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