Corporate Communication Strategy for The Bluestone Lane: An Identity and Reputation Audit

CORPORATE COMMUNICATION STRATEGY

Table of Contents
Introduction......................................................................................................................................2
Corporate Identity............................................................................................................................2
Vision and Objectives..................................................................................................................2
Names and Logos........................................................................................................................2
Consistency in Self-Presentation.................................................................................................3
Corporate Image..............................................................................................................................3
Strategic Moves...........................................................................................................................3
Stakeholder Perception....................................................................................................................4
The Bluestone Lane Strategies........................................................................................................5
Key Success Factors........................................................................................................................6
Conclusion and Recommendations..................................................................................................7
References........................................................................................................................................8
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Introduction
A Company’s reputation is heavily dependent on its corporate identity, image and relation with
its specific stakeholders. Identity of a corporate institution can be manifested in various ways
including its name, logo, products, services and more. These tangible aspects of a Company’s
organizational processes communicate with the specific stakeholders of the organization and
determine the perception of the latter (Lim, Machado & Iglesias, 2015). This study chooses The
Bluestone Lane of Australia, a leading brand in the hospitality industry, to conduct a detailed
identity and reputation audit, which is essential in order to improve their image and reputation in
the corresponding business market.
The Bluestone Lane is a well-established chain of coffee shops and cafes in the well-known
coffee culture hub of Melbourne, Australia. Business operations of the Bluestone Lane include
Australian cafe and coffee fare, wholesale distribution processes, roaster of coffee beans and
much more.
Corporate Identity
Vision and Objectives
The primary vision of the Bluestone Lane is to look after the satisfactory returns of its specific
shareholders. Sustainability in success has been another vital organizational vision that set the
brand apart from its contemporaries and led to an all-round development of revenues, brand
image and establishing corporate identity (Jones, Hillier & Comfort, 2016). The organization
especially emphasizes on the culture of coffee-consumption, cultivation as well as safety of
workplace and employees; thus prioritizing the specific needs of its stakeholders.
The Bluestone Lane’s strong organizational culture has remained a valued asset as it helped the
organization to survive massive transformations of the external business environment.
Names and Logos
In order to maintain the respective identity of products amongst all their channels of production,
the Company makes sure that each of these functional units works in close proximity with the
original brand, in terms of visual representation, logos and names (Sageder, Mitter & Feldbauer‐
Durstmüller, 2018).
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