Healthy Campus promotes its external image to the UCO community and Edmond community through branding, reputation management, and presenting itself as productive and secure. It focuses on transforming its products and markets. Internally, Healthy Campus communicates its identity to stakeholders by coordinating symbolic messages about its strategies, values, and goals to create uniformity and guide participation.

2. Promotes the external presentation of security and productiveness in an organization.

3. Focuses toward External Image: Transform

4. Products, markets, branding, reputation management.

5. Focuses toward External Image: Perform

7. Tells both internal and external stakeholders what the organization is about, what it does, and which strategies it adopts.

8. Focuses toward Internal Identity: Conform

9. Coordination, symbolic convergence (rhetoric that is co-created by people trying to make sense out of a common experience),

10. Uniformity, control, compliance systems (agreement in a way of proceeding)

11. Focuses toward Internal Identity: Reform

12. Culture, core values, shared beliefs, commitment, participation