Importance Of Corporate Identity

It is commonly known that different organisations have unique individual cultures and identities that make them recognisable to the world. In my essay I will firstly be discussing corporate culture and identity and as well as the importance of them to organisations. Secondly I will be discussing how corporate culture gives rise to corporate identity and I will portray how corporate culture and identity contributes to communication in an organisation. Thirdly, I will be referring to Tongaat Hulett, and discussing the organisations corporate culture and identity, and lastly I will be looking at examples of good and bad publicity given to the company, and how the company handles bad press in order to regain its status.
Organisational culture

When a company’s corporate identity is presented reliably and constantly, it creates a positive outlook and permanent notion of the company. The significance of corporate identity is beyond measure. A company’s value increases each time it is presented appropriately and decreases with every inappropriate application. A well-designed corporate identity portrays your company’s principles, intentions and goals — a sense of what your business is all about. The advantage of creating a reliable and practical corporate identity is that it grantees that your company will be recognized, remembered and respected. (Linda Knapp & E.H. Campbell; 2010:

The technique of communication used in a company is what decides if it will have a good organisational culture and communication system. Some businesses have a centralized technique of communication within their organization. In this type of practise, communication moves from one focal point to the rest of the organisation. Others have a decentralized communication practise, where there is no focal point where communication is passed, everyone in the organisation gets information passed to them with speed and great accuracy. Organisational culture and communication also helps determine how a company relates to external stakeholders. For example, it helps a company put together documents concerning customer services, and as well as the approach to which employees deal with competitors. The way the employees apply this specification, is a result of effective communication within the organisation. (Wise Geek;