Corporate Identity: The Corporate Brand - Platform
Corporate Identity bases itself on a Corporate Brand Platform - which is an actionable articulation of management intentions, which one have outlaid below in six parts. What one hopes to "be" in the audiences' minds, compared to other companies. "Positioning" provides a short, specific, definitive statement of the unique 'Position' the company hopes to earn, relative to other companies, in the minds of its audiences. The statement should cover three bases - industry, geographic scope, and ranking. The ideal positioning statement is aspirational as well as defining.