We put forward the six station model of corporate identity. This is done by reviewing the corporate identity literature to appreciate the limitations of existing models. Ten criteria are suggested as important for robust models. Based on this, the six station model is presented. To gauge its usefulness and managerial applicability 28 depth interviews were conducted with corporate identity consultants and business managers. The model was regarded as useful and has managerial applicability, albeit business managers would prefer more training and systems to use the model.