The expressive organisation

From Branding to Identity Thinking

In recent years, branding has played a dominant role in the thinking about the relationship between a company and its
environment. Whether the focus has been on the way in which a company visually presents itself, how it motivates its employees, or how an organisation communicates with the world around it, branding has been used to show what was special about a company, with a view to winning appreciation from those around it.

This is now changing. Increasingly, branding is giving way to efforts focused on defining, cultivating and expressing the personality of organisations. The management of perception
is giving way to providing insight into the ambitions of the organisation itself. The time when organisations could hide behind their brand name is now gone for good.

To find out more about The expressive organisation, please contact us directly 

Hans P Brandt

M +31 20 750 95 65

Bob van der Lee

Managing director, Total Identity
T +31 20 750 95 58