social media, content marketing, video, events, blogs in order to increase brand awareness”. Additionally, Mather (n.d.) considered inbound marketing as an effective method that makes it easier for target customer to find the company. According to him, there are three main methods that Cultural Connectors can apply inbound marketing to raise the awareness of its brand:

• Social Media Networks: “Social media is all the rage right now with internet marketers and with good reason—it works”, said Mather. Social media networks are not only free but also quite simple to work with. However, marketers should keep in mind that it is easy to use social media, “but complicated to master”.
• Blogging: can help Cultural Connectors to increase audience. The fact is that if website provides practical and helpful information, target audience will go to website often and listen to company’s suggestions for example using company’s service. According to Lisa and Alan (2009) blogging can detect vocal critics which company can convert into positive and enthusiastic supporters.
• Web traffic: Mather considered paid search and organic search as two significant ways to obtain web traffic. Essentially, organic search results take longer to obtain but last longer while paid search results are faster but “no real long term value”.

2.3 Theories on corporate identity

Theories on corporate identity will be analyzed in order to find out what improvements and what steps Cultural Connectors can undertake in order to form one for themselves.

Russell Abratt Nicola Kleyn (2012) argues that the first stage in setting up a corporate identity is defining its mission, vision and strategic intent. As well as, creating a platform to define the core values of the company and to set up a suitable corporate culture. The second stage in forming a corporate identity is the establishment of the organizations corporate expression. The author states that “corporate expression includes decisions about the organization’s visual identity, brand promise and brand personality, and how these will be communicated across stakeholders groups.” Corporate branding exists out of two components, formation of corporate by the organizations and the formation of a brand image through demonstrating the good brand experiences with other stakeholders. According to Huang-Horowitz (2014) an identity needs to be established which can be constantly communicated internally as well as externally. The first step in communicating corporate identity is forming an identity that is understood and agreed upon with every employee in the company. It is therefore important that small companies have one single coherent message which they can communicate its identity correctly to external audiences. Huang- Horowitz (2014) holds that “the identity of the company starts with the people; it is all about the people.” A profitable reputation in small businesses can be build by accomplishing three objectives: upholding transparency, acquiring legitimacy, and achieving cre