The dictionary defines congruity as meaning: contract, stability, or fitness.That definition can also be utilised to specify the perfect firm, just one where all parts of the business are accountable for harmony, and / or physical fitness . In this best firm, all facets of this firm fit with each other. Each aspect (section / role / task / etc.) should complement the other, and collectively all of them perform to build the sum total. This means promotion creates the guarantees, and generation / satisfaction keeps those promises, and the government oversees everything. By way of example, if the advertising section was designing a pro motion, all components – the message, the paper, brand, the typeface, the appearance, feeltexture – should be congruent to make the most of the potency of the message. To illustrate my purpose, an individual would choose various fonts to publicize a circus as opposed to a mortuary.