A good image and a strong identity are essential prerequisites for business success. A uniform design alone is not enough; behavior and communication must also align to create a specific corporate identity (CI). In a comprehensive concept, the experienced consultant Gerhard Regenthal now demonstrates in the second, revised edition how CI must be implemented to achieve consistent customer orientation, high product quality, and a clear company profile – covering everything from employee and conversation management to marketing and PR, as well as external appearance. Three new chapters have been added, featuring current case studies and a CI self-management concept for guidance, strengthening, and coaching.