Corporate Identity and Culture Development Project – our “flagship”

Corporate Identity (CI) and Corporate Culture (CC) can become a competitive advantage and at the same time a key tool for managing the organization and for leading employees. On the contrary, an organization without identity and culture is less resistant towards sudden changes in the market, it is not able to build up a long-lasting relationship with its clients and employees, and cannot effectively manage performance.  In a complex perception where it is possible and necessary to adjust to the specific situation and needs of the client, the project consists of four phases:

1. Audit

  • Corporate Identity Audit – audit of the brand name, corporate communications, services, and customer relationships
  • Corporate Culture Audit – analysis of Corporate Culture as management style, the identification process of employees, their motivation and satisfaction, and internal communication.
  • Personnel Audit - specification of requirements for positions, screening of manager and other employee potential, and identification of development needs.

2. Corporate Personality Definition

  • Definition of the basis of identity: vision, mission, values
  • Formulation of the code (ethical, employee, and manager codes )
  • Definition of development strategies (human resources, management processes, customer relationships)
  • Elaboration of communication strategy (external and internal)

3. Implementation steps

  • Optimization of management processes and in leadership style
  • Definition and development of key competences
  • Introduction of a system of employee selection and development
  • Definition of standards of conduct, communication, and performance (in relation to the external and internal client)
  • Preparation and implementation of development programs for managers, employees in contact with clients, and other employees
  • Performance management within evaluation and motivational systems
  • Creating links between development and motivational programs
  • Optimization of internal communication
  • Creating links between internal and external communication

4. Controlling

  • System of tools to measure the development of Corporate Identity and Culture
  • E.g. measurement of successful implementation of processes and standards, measurement of the quality of customer’s services (for internal and external clients), opinion survey among employees, evaluation of training program success, etc.