The BAA involves a basic four stage

The BAA involves a basic four stage process:
(1) establish the corporate mission and strategy;
(2) reveal the dominant systems of values and beliefs within the
organization;
(3) evaluate such systems of values and beliefs against the corporate
mission and strategy; and
(4) nurture those values and beliefs which support the corporate mission
and strategy.
The audit has certain similarities with the type of research undertaken by
classic corporate identity consultants in that it requires first, wide access to the
organization under study and second, relies exclusively on qualitative methods
of data collection. The advantage of the audit is that it reveals the organization's
corporate personality: this being a prerequisite to an understanding of the
organization's identity. This has been pointed out several times over the last 15
years by Olins (1978,1995) who explained that the tangible manifestation of a
corporate personality is its corporate identity.