Organizational Identity and Branding

Technically the identity of a company is its brand and the marketing and communications departments in an organization just package that identity up into advertising, public relations, and marketing that represents this identity in a united way. The book calls it “one voice” which is funny because the corporate communications department at my work has just released a new internal marketing campaign called “One Voice” urging all communicators in the organization to communicate in a united way which reinforces the identity of the company both internally and externally. In branding and integrated marcom we are taught to find the essence of what a company is and what we want it to be known as and create a fully integrated campaign representing that. This is capturing the identity and communicating it consistently in all forms.