VISION Harnessing the essence and
potential of an organisation into a concise and believable declaration, purpose & meaning Lets start by asking the big question. What business are you in? Is this your function or benefit? = memories = make.believe = invent = life is good = service = connecting people
BEHAVIOUR Actions that guide people
towards a long term vision. What will make the difference? A set of values that are recited or behaviours that practiced everyday? Trust V’s Empathy Respect V’s Collaboration Corporate values > Integrity V’s Believing < Human behaviours Loyalty V’s Embracing Innovation V’s Thinking Positivity V’s Leadership
CULTURE The organic attitude that
lives and breathes amongst the corridors. Actions speak louder than words. Behaviour is the cultural starting agent for organic growth. - Behaviour should be lead by example - Attitude is a state of mind - Environment is empowerment - Engagement is a belief system - Collaboration is motivation - Sociability is acceptance - Unity is the purist form of cultural manifestation
BRAND The expression and articulation
of an organisation, business or brands identity, encapsulated within a mark of excellence. A picture is worth a thousand words. Identities are commonly mistaken for logo’s. What is the difference? Computers or liberation? Sports or lifestyle? Clothing or ego?
IDENTITY The aligned deliverable that
shapes the future. Identities serve to reflect a product or service through their appeal. Behind this appeal is a commercial imperative that works deeply to keep its relevance top of mind. The essence of an identity is the people behind an organisation, business or brand. These people shape their commercial destiny by their behaviours and how those behaviours are perceived in their market. Brands are judged by more than their face value. Social, environmental, value, ethics and behaviour play a fundamental role in brand choice and the brands identity is a collective differentiator for success.
PEOPLE To design a successful
identity for an organisastion, business or brand, start with the people. People make or break brands. They consume, refer, manage, distribute, distill & comment faster than ever.
SOCIABILITY This is not another
Social Network presentation. But it reaffirms the global democratic movement. Information is traded globally within micro seconds. The worlds third largest population is facebook.
COMMENTS What people say about
your organisation business or brand can not be regulated. Getting your identity right serves to promote your purist intentions. People make all the difference.
CONCLUSION - Identities are not
logo’s - Persona is dead - Vision is critical - Behaviour is scrutinized - Walk the talk. Top down - Culture must be nurtured - Brand strategy to inspire sociability - Identity guardianship is mandatory - Autocracy is over - Your only as good as peoples comments - People make all the difference