A lot of the work of the corporate communications arm of any business is creating an image. There are tons of theories of corporate communications, marketing, branding, and advertising.
The one that I follow is that your organization is a holistic being, a living and changing reflection of what you value and what you hope to achieve.
Which tells you that when you decide that everything you do is a reflection of your holistic values, it changes the way that you approach your work. And, it means that each decision you make is so much more important.