"Companies must be able to describe themselves—both internally and externally—because they are no longer adequately defined by the products they make. Customers buy the company and everything it stands for. So the company must be able to define itself in a connected and coherent way. The word religion derives from the Latin religare: to bind something together in a common expression. Corporate Religion is that which expresses the soul of a company and supports the building of a strong market position. In order to make a Corporate Religion come alive you have to describe your internal organization as well as your external market. These internal values create an internal movement which delivers the whole heart and soul of the company. "
As you could read above, the book from Jesper Kunde: "Corporate Religion -Building a Strong Company Through Personality and Corporate Soul" is essential for those who work with internal communications and employee engagement. All the brand promise starts from inside to outside of the company and people want to know who they are dealing with.
In the future, a succesful company will be like a religion - talking to the people´s souls, more than hearts and minds. But for this to happen, employees are the first ones to live and breath a 100% the brand values.
A corporate religion begins with faith, and faith is based on trust. Or not?
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