Coherence of identity and reputation is essentially a reflection of a conscious decision-making process and profound knowledge of problems, demands and expectations of the company’s stakeholders. Although it also depends on the context, reputation is the direct result of the company’s identity. Reputation is associated with a good economic and ethical behaviour as a result of awareness about the social problems that a company faces by relating to its stakeholders. However, Corporate Social Responsibility is driven also by organizational values, which eventually determine the company’s behaviour implemented by its directors, executives and employees. The main cultural change that occurred in the last few years in the management discourse is the need of a responsible approach in business, developing a long-term vision, a well-balanced relationship with the society and evaluating of the impact of this relationship on the society. Microbank, for example, a project by La Caixa, is already taking this approach. There is clearly higher demand for a corporate behaviour concerned about the problems of individuals. That’s why companies should take extreme care about coherence of their discourse and the actual corporate behaviour because ultimately, it determines the brand value. To be able to be aware of the problems and needs of their stakeholders, companies need to focus on employees first and develop a more human approach. BBVA is a clear example of this perspective. The second step is developing a powerful story that is consistent with the company’s identity and also able to clearly explain the objective of the project and its positive impact for the society and the firm. The third step is to use this story to project some meaningful and consistent messages that reach different stakeholders and lead them to advocate for the company. Unrealistic promises that banks gave to their customers and shareholders during the real estate bubble and before the financial crisis have led to a dramatic loss of trust and reputation. A good example in this context is the brand of Spain - the country brand that is making an important effort to recover the country’s reputation lost during the real estate and financial crisis in international markets. It initial external focus is now being redirected to capture internal stakeholders and recover the country’s reputation with its own citizens.