"When corporate branding works, it is intimately tied into the organisation’s identity. Knowing what creates the sense of “we” in your company allows you to authentically tell others what your brand stands for. But knowing who you are also requires intimate knowledge of how stakeholders see you. This is because external images interact with the ways in which employees think about their organisation"
— M. J. Hatch and M. Schultz in Taking Brand Initiative — How companies can align strategy, culture, and identity through corporate branding
