Strathclyde statement was developed by academics from the Strathclyde, Erasmus and Harvard Business Schools and leading consultants and tries to define the corporate identity:
“Every organisation has an identity. It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organisation within its competitive environment.
When well managed, corporate identity can be a powerful means of integrating the many disciplines and activities essential to an organisation’s success. It can also provide the visual cohesion necessary to ensure that all corporate communications are coherent with each other and result in an image consistent with the organisation’s ethos and character.
By effectively managing its corporate identity an organisation can build understanding and commitment among its diverse stakeholders. This can be manifested in an ability to attract and retain customers and employees, achieve strategic alliances, gain the support of financial markets and generate a sense of direction and purpose. Corporate identity is a strategic issue.
Corporate identity differs from traditional brand marketing since it is concerned with all of an organisation’s stakeholders and the multi-faceted way in which an organisation communicates.”