This research project seeks to develop conclusions that will assist in the alleviation of The Heart Trust’s current problems by identifying how an organisation can create and sustain strong company profile, in order to achieve future growth. In this report, profile is defined and referred to as business/corporate identity. The research identifies that the subject of corporate identity is very multidisciplinary and entails various areas of theory/strategy pivotal for success, such as, quality leadership & management, clear mission, vision, values, branding, communication, reputation, and image. It has become evident that strong identity requires a full organisational approach, in order to develop a shared understanding and commitment towards The Heart Trust’s actual (i.e. distinct & unique) identity. This must be first achieved internally with The Heart Trust trustees & employees, in order to maintain one unique identity concept (i.e. differentiation & competitive
advantage), which can then be communicated and successfully understood by all relevant external stakeholders (i.e. potential donors, etc.). Research results have confirmed that The Heart Trust’s weak internal identity and organisational behaviour of high resistance towards change are prime causes for their weak external identity (i.e. lack of profile & differentiation). Therefore, it is recommended that The Heart Trust quickly overcomes this resistance, in order to develop and articulate clear mission, vision, and value statements; essential elements for the creation and sustainment of identity/profile.