Identification creates the "WE" feeling that is indispensable for collective, authentic and goal-oriented entrepreneurial action. Employees with a high level of identification feel part of the whole, share the employer's goals, values and visions, and represent them with pride to business partners and customers. Employees who identify strongly with their employer need fewer rules, because they make the company's goals their own and follow them intrinsically. To promote identification, communicate the values and goals openly and repeatedly - and above all: consciously live them.