Internally and externally, the flow of communications through your organization defines its persona. It defines your persona to the public, and it also defines it to the people within your organization, who in turn represent your organization to the world.

It's more than just how your website looks (although that is part of it); It's the message your website sends.

It's more than your social media posts; it's why you post on social media to begin with.

It's more than your marketing efforts and advertising campaigns; it's how those align with your organization's vision.

It's more than the methods your organization uses to communicate to each other and to the world; it's how those methods are used.

These are your vectors of communication.