Defining Vision and Values
Most organisations have vision and values, but in some cases organisations need to develop new values or evolve the ones they have. Brand definition exercises should concentrate on the process itself as a means of building employee identification rather than worrying overly about synonyms.

More participative approaches have the advantage of:

a) Inclusivity: ensuring that all departments and divisions can use the brand;
b) credibility: that the brand reflects the reality of the organization and
c) comprehension: that by the very process of discussion people come to understand and engage with the brand.

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