The externally focused identity – corporate branding
Target audiences Although many identity programmes are either marketing led (external) or vision led (internal), there will almost always be an overlap between them. Corporate branding, largely an external issue, inevitably has some internal impact too and a vision programme can be a vehicle which presents the corporate aim to the outside world. Pensioners, shareholders and journalists may also be customers. Customers may also be shareholders, or want to be, and so on.