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Question: We’re trying hard to become an “employer of choice.” We’re trying to brand the company and create an image that says, “That company is successful, going places, pushing the envelope, etc.” We want both our customers and employees to easily identify, connect and relate to what we are about. Any suggestions you have to offer would be more than greatly appreciated.

Answer: Using the language of organization development, what you are describing is building a corporate culture. There are many definitions of corporate culture ranging from the simple (e.g., (“The way we do things around here”) to the complex (e.g., “The shared and relatively enduring pattern of basic values, beliefs and assumptions in an organization”). Suffice to say that when we are talking about corporate culture we are talking about the how the business does business — the words it uses, the messages it sends, the behavior it expects, etc.

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About the Author

Daniel A. Schroeder, Ph.D. is president of Brookfield based Organization Development Consultants Inc. ( He can be reached at 262-827-1901 or Read More »

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