Who we are?

Who We Are is a phrase commonly used to describe an organisation’s or group’s identity, values, mission, and guiding principles. It serves as an articulation of purpose and collective self-definition, providing clarity about what the organisation represents, how it operates, and what distinguishes it from others. The expression is widely employed across corporate, governmental, educational, and non-profit contexts to communicate ethos and establish credibility with internal and external audiences.

Concept and Purpose

At its core, “Who We Are” functions as a narrative of identity. It typically outlines key aspects such as history, mission, core values, and culture. In organisational communication, it offers a concise summary of what an institution stands for and why it exists. This is essential for building trust, shaping public perception, and aligning members around shared objectives.
For companies, such statements often appear on official websites, marketing materials, and corporate reports. They serve to humanise the brand and highlight its ethical foundations. In social and governmental institutions, “Who We Are” sections reinforce accountability and transparency by informing citizens, stakeholders, or beneficiaries about the organisation’s role and impact.

Historical and Cultural Context

The modern practice of articulating “Who We Are” emerged alongside the rise of corporate branding and institutional communication in the twentieth century. As globalisation increased competition, organisations began to rely not only on products or services but also on reputation and perceived integrity. Statements of identity became crucial for establishing differentiation in crowded markets.
In the public and non-profit sectors, the phrase evolved as a tool for advocacy and engagement. Institutions such as the United Nations, Amnesty International, and national museums use “Who We Are” declarations to express moral authority, inclusiveness, and commitment to public service. Universities and cultural bodies similarly use the concept to emphasise academic excellence, diversity, and tradition.

Elements of a “Who We Are” Statement

A comprehensive “Who We Are” statement often includes:

• Mission: The overarching purpose and long-term goals.
• Vision: Aspirational objectives representing future direction.
• Core Values: Ethical principles or beliefs that guide behaviour.
• History: Key milestones and achievements shaping the organisation’s legacy.
• People and Culture: The collective spirit, diversity, and working environment of members or employees.
• Commitment to Stakeholders: Responsibilities towards clients, communities, or the environment.

These elements together form a cohesive message that embodies both functional and emotional dimensions of identity.

Strategic Importance

Defining “Who We Are” plays a critical role in strategic management and communication. Internally, it unites employees or members by reinforcing a common sense of purpose. Externally, it projects reliability and authenticity, helping attract supporters, investors, or clients. A clear organisational identity aids in decision-making, brand consistency, and crisis management by ensuring that actions reflect core principles.
In today’s digital era, “Who We Are” has extended beyond static website text. It is expressed through social media presence, leadership behaviour, customer interaction, and corporate social responsibility initiatives. The authenticity of such communication is now judged through transparency, ethical practice, and social engagement rather than marketing rhetoric alone.

Challenges and Criticism

Despite its widespread use, “Who We Are” narratives sometimes face criticism for being overly idealised or disconnected from real organisational behaviour. When mission statements fail to align with actual practices, they risk being perceived as mere public relations tools. The challenge lies in maintaining consistency between words and actions, ensuring that the organisation’s proclaimed identity is visibly upheld in operations and culture.
Furthermore, rapidly changing global conditions—technological innovation, cultural diversity, and environmental imperatives—require continuous reflection and adaptation. Institutions must evolve their identity narratives without losing authenticity or historical continuity.

Contemporary Relevance

In the modern landscape, where corporate accountability and ethical governance are under increasing scrutiny, defining “Who We Are” has become more than a formality—it is a declaration of responsibility. Stakeholders now expect organisations to articulate how they contribute to social and environmental well-being, respect human rights, and promote inclusion.
Digital transformation has also broadened participation in identity formation. Employees, customers, and communities all shape perceptions of “Who We Are” through feedback, storytelling, and shared experiences online. Thus, identity is no longer imposed solely from leadership; it is co-created in dialogue with a global audience.