Human-ise your company

We often think of and describe companies in human terms, its part of our nature to personify and understand. Therefore to encourage this thinking and to bind us to them, better brands usually give themsleves 'attributes' that are human in meaning, such as:

• 'trustworthy'
• 'approachable'
• 'innovatative'

Note: Some companies obviously do this, others just ignore the exercise and make it up as they go along - honest, they do!

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?