In a highly transparent world, who you are as an organisation on the inside looks a lot like who you are on the outside: authenticity can no longer be faked.
If you think of your organisation as a coin: one side of the coin is your culture—the way your organisation is viewed by your employees, and the other side is your brand-image—how your organisation is viewed by your customers and society.
Your brand-image should be reflected in your culture, and your culture should be reflected in your brand-image. Ultimately, it is all about alignment. In a highly transparent world you can no longer afford to promote a brand image that is different from your culture.