Corporate Tone of VoiceBy David Bernstein, Managing Partner, Kelland Communication Managment Ltd.
David Bernstein makes the point that defining and understanding a corporation's personality is as important in designing a credible identity as having a coherent organizational philosophy. The focus in this essay is on action in area where insights into a company's unique profile--its image--emerge from an analysis of culture, style, language, and other activities. Bernstein suggests several strategies for distilling key personality features and believes clarifying these traits is crucial groundwork for developing an effective identity program.
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This document was last updated January 7, 1997.
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