identity (n) /īˈden(t)ədē/
a core ideology that exists not merely as words but as a vital shaping force;
an internal set of guiding principles;
organization's fundamental reasons for existence beyond just making money
(Buitl to Last, Collins)

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Work everyday with direction. A visionary organization preserves its core identity--changing it seldom, ​if ever. 

Cultivate an identity that can withstand trends.