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Corporate culture is a critical part of building and maintaining a brand. Matching employees and business partners to a business\'s culture will ensure that the business has a clear public image and will help clients and future employees determine if your business is right for them. The challenge of building a corporate culture in a virtual team based organisation is a complex one, particularly when the business is established as a distributed team model from the start.

This article attempts to unpack some of the challenges facing both new and established businesses when establishing a corporate culture in a virtual environment and sets out some of the steps that need to be considered along the way.

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