Аннотация
Purpose The aim of this viewpoint is to highlight the importance of corporate identity. Design/methodology/approach The article lays out five key principles to shape a corporate image. Findings Corporate identity is the sum of all things that tell stakeholder groups what a company thinks of itself and how it aims to be perceived by others. It is the practice of fashioning an image that clearly represents where the business strives to position itself in the market place, an image that is consistent with, and supportive of its brands, products, and services. Practical implications Reference is drawn from post‐communist Kazakhstan serving to highlight how corporate image can be misjudged in smaller communities and the negative effects this can have on business. Originality/value The article provides sound practical advice on the need for organizations to develop a corporate image and how to achieve this.