A CORPORATE SUSTAINABILITY PERSPECTIVE OF INFORMAL CORPORATE IDENTITY CLUES ON CORPORATE REPUTATION

This paper conceptually examined the nature of corporate identity, the development of Informal Corporate Identity Clues (ICIC) and its effects on corporate reputation of an organisation with the aid of Holistic Corporate Identity Communication framework. After a review of conceptual and analytical positions about the risks and benefits associated with aligned or misaligned corporate identity on corporate reputation; the study explored the use of corporate sustainability on the management of corporate image and reputation. Indicators such as integrity, ethical behaviour, identifiability were used to identify the expression of corporate reputation, while four key dimensions (societal influence, environmental impact, organisational culture and economic) aided discuss of corporate sustainability. Informal corporate identity clues were seen as behavioural expressions that are either positive or negative but exert meanings. This include but not limited to expressions such as body gestures, postures and facial expressions, and visual appearance such as quality of dressing, beauty looks, etc. Holistic Corporate Identity communication Process (Otubanjo & Amujo, 2012) was used to discuss the management of ICIC on corporate reputation using corporate sustainability theory. The study recommends that organisations should use corporate sustainability practices as a mediator between corporate identity that is expressed through formal and informal lines of corporate communication and corporate reputation so that organisations can constantly be seen as credible, reliable, and trustworthy organisation.