Organizational Identity and the Role of Communication in Building Trust

Modern organisations operate in an environment where the public expects transparency, clear values and responsible behaviour. These demands increase the pressure on organisations not only to shape their identity, but also to communicate it consistently. Problems arise when organizational identity and communication are not aligned and when there is a discrepancy between what the organization communicates and how it actually operates. These discrepancies can lead to a loss of trust, a negative public image, and weakened legitimacy. Therefore, understanding the link between identity, communication, and trust is crucial for organizations to function effectively in modern society. The purpose of the research was to present how an organization's identity shapes the way it operates and how communication creates, strengthens, or diminishes public trust. The goal was to analyze how consistent, transparent, and strategically focused communication supports an organization's credibility and to show why identity and communication are inextricably linked in building long-term trust. The study offers a comprehensive insight into key concepts and practical guidelines that can help organizations plan effective communication.