This is exemplified in Google's mission statement "Don't be evil", even mentioned in their 'Code of Conduct'. Its partly a way of reflecting how balanced the company wants to be (in everything from its search results to the treatment of its staff in the workplace) and partly a method of separating themselves from Microsoft (often regarded as 'The Evil Empire') . I think this statement (partly a Bill & Ted philosophy and partly a commandment) does a lot to add humanity to a large company.
So how do you describe your company in human terms? And more importantly...
.... how to your customers?