Finding and Forming Your Corporate Identity
Finding and Forming Your Corporate Identity
One interesting way to define your company’s “personality” is to brainstorm who your organization would be if it were a person. The idea is to conjure an image of an individual, and then shape it into a shared vision that appropriately reflects the characteristics of your brand. By opening an opportunity to agree and disagree on who you should and shouldn’t be in order to support your business goals, you form a culture that understands the company’s core attributes from the inside out.
You can see what I mean by the looking at the Mac/PC “guy” commercials that caused so much debate last year. You have two men who clearly personify the essence of their respective brands and bring then them to life in what they say and wear, the way they look and dress and how they speak. You can create the same visual, cognitive and behavioral identity for your business by simply asking, then answering the question, "If our company were a person, what would he or she be like?"
Finding and Forming Your Corporate Identity - To learn more about this author, visit Donna Flagg's Website.
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Just as individuals need to know who they are in order to lead fulfilling and successful lives, so too do organizations need to be clear about their identities in order to establish a stronghold in the marketplace. Your identity as a brand and essence as a company is the equivalent to an individual’s personality. It informs your culture the same way personalities instruct behavior. So understanding yourself, knowing what makes you tick and having a grasp on how you are viewed and experienced by the outside world all serve to inform the decisions you make about your behavior in business, life or both. The key is to put a little time toward thinking about it and having fun in the process.
One interesting way to define your company’s “personality” is to brainstorm who your organization would be if it were a person. The idea is to conjure an image of an individual, and then shape it into a shared vision that appropriately reflects the characteristics of your brand. By opening an opportunity to agree and disagree on who you should and shouldn’t be in order to support your business goals, you form a culture that understands the company’s core attributes from the inside out.
You can see what I mean by the looking at the Mac/PC “guy” commercials that caused so much debate last year. You have two men who clearly personify the essence of their respective brands and bring then them to life in what they say and wear, the way they look and dress and how they speak. You can create the same visual, cognitive and behavioral identity for your business by simply asking, then answering the question, "If our company were a person, what would he or she be like?"
Finding and Forming Your Corporate Identity - To learn more about this author, visit Donna Flagg's Website.
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