Report says identity is key to company culture

A growing number of companies are recognising the importance of corporate identity in their working culture, according to a new report.

The report, by design group Dragon, is based on a survey of human resources and communications directors, recording the impact corporate identities have upon company culture.

The report, “One company – why common culture builds business performance”, aims to gauge the degree of alignment behind identities. It claims a growing number of companies now recognise their identity is an important element of their culture, although only slightly more than half recognised visual style and the way the identity is used as “very important” in building culture internally.

“Visual consistency and a visual style based on the company’s positioning act as a reminder and reinforcement that we’re all one team and what the team represents,” explains Dragon senior consultant Nina Cooper.

The report goes on to say that fewer than one in five companies believes it is achieving the right levels of integration of its operations across national, operational and functional boundaries.

But 83 per cent of respondents said intra-company co-operation has improved productivity, while 78 per cent of the respondents believed it delivered cost savings.