Corporate identity concept

Cees van Riel & John Balmer

The corporate identity concept is based on the distinguishing physical, psychological and social characteristics of an organisation, which are consistent for a certain period. The physical characteristics are buildings, offices, and interiors. The social characteristics are manners, procedures, rituals, communication styles, and heroes. The psychological characteristics are shared values, attitudes, and convictions.

The social characteristics of an organisation are revealed by what the organisation does or does not do: what is being undertaken and how this is being done, in relation to the environment. This presumes stable modes of behaviour of both management and employees.

An organisation's communication includes management communication, organisation communication, and marketing communication.