| Summary: | Nordmaling is a small muncipality that has gotten a lot of critic in media over the last two years. In order to regain a good reputation and to communicate a strong message towards external groups, Nordmaling have decided to develop a branding platform that can represent the organization in both external and internal communications. In order to develop a brand the organization must understand its identity.The purpose of the study was to examine the employees’ thoughts of their organization in order to be able to define the organizational identity and give recommendations of core values that the organization can apply to their brand. To understand how the employees perceive their organization and what they think the organization stands for, the main focus was to study their view on values, standards, goals and vision of the organization through focus interviews and a survey. The study is grounded in the theoretical framework of organizational theory with focus on organizational identity, culture and image. The social identity theory was also used in order to understand the process of how people create an identity of themselves and the environmentThe study showed that the management of the organization doesn’t have any pronounced values and standards, according to the employees. The result also showed that a majority believe there is not enough support for how they should work to reach the goals and visions of the organization. These and other result of the study, show that there is a lack of common understanding of what the organization is and what it stands for. Therefor couldn’t the organizational identity be defined and described. The study showed that a majority of the employees have a negative perspective on the organization which goes hand in hand with the organization’s image. Despite the fact that the organizational identity couldn’t be defined the result showed that the employees are aware of the weaknesses of the organization, how they can improve the organization and that they want to improve the organization in order to gain a better reputation. The conclusion were therefor that there are some core values that can describe the organization despite the fact that the organization doesn’t have a common understanding for what they are and what they stand for.
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