The Super Human Power




                        © DC Comics/Time Warner   flickr.com/people/chanchan222
kev babakian

@kiandesign
#identity

kev@kiandesignco.com
There is a big distinction between what is a
corporate persona v’s a corporate identity




                           fli...
For some entities it comes naturally.




                         Tony Hsieh – Zappos, Delivering Happiness
And others just struggle with getting it right.




                          Tony Hsieh – Zappos, Delivering Happiness
PERSONA    How an organisation, business or brand believes
           they are perceived




IDENTITY   How an organisatio...
SO WHAT DOES IT
TAKE TO GET IT
RIGHT?
A simple formula that ticks the boxes.




Harnessing the essence and potential of an                                     ...
The Identity ecosystem
                                                                                       Shareholders...
LETS BREAK IT
DOWN AND SEE
HOW IT WORKS.
VISION   Harnessing the essence and potential of an organisation into a
         concise and believable declaration, purpo...
BEHAVIOUR                 Actions that guide people towards a long term vision.


                          What will make...
CULTURE    The organic attitude that lives and breathes amongst the
           corridors.

           Actions speak louder...
BRAND   The expression and articulation of an organisation, business or
        brands identity, encapsulated within a mar...
IDENTITY   The aligned deliverable that shapes the future.


           Identities serve to reflect a product or service t...
SO WHAT DOES IT
COME DOWN TO?
PEOPLE   To design a successful identity for an organisastion,
         business or brand, start with the people.

       ...
SOCIAL NETWORKS CAN BE
YOUR BEST FRIEND OR
GREATEST ADVERSARY.
WHERE IS THE POWER
NOW?
SOCIABILITY   This is not another Social Network presentation. But it
              reaffirms the global democratic moveme...
COMMENTS   What people say about your organisation business or
           brand can not be regulated.

           Getting ...
CONCLUSION   -  Identities are not logo’s
             -  Persona is dead
             -  Vision is critical
             ...
kiandesignco.com
@kiandesign
kev@kiandesignco.com
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IDentity. The Super Human Power

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What does it take to design an identity for an organisaton, business or brand?

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IDentity. The Super Human Power

  1. 1. The Super Human Power © DC Comics/Time Warner flickr.com/people/chanchan222
  2. 2. kev babakian @kiandesign #identity kev@kiandesignco.com
  3. 3. There is a big distinction between what is a corporate persona v’s a corporate identity flickr.com/people/frogmuseum2
  4. 4. For some entities it comes naturally. Tony Hsieh – Zappos, Delivering Happiness
  5. 5. And others just struggle with getting it right. Tony Hsieh – Zappos, Delivering Happiness
  6. 6. PERSONA How an organisation, business or brand believes they are perceived IDENTITY How an organisation, business or brand is perceived
  7. 7. SO WHAT DOES IT TAKE TO GET IT RIGHT?
  8. 8. A simple formula that ticks the boxes. Harnessing the essence and potential of an Actions that guide people towards a organisation into a concise and believable long term vision. declaration, purpose and meaning. The organic attitude that lives and breathes The expression and articulation of an amongst the corridors. organisations identity, encapsulated within a mark of excellence. The aligned deliverable that shapes the future. ©
  9. 9. The Identity ecosystem Shareholders Brand Revenue Economy Media Behaviour Manufacture Innovation Awareness Staff Partners Comms Logistics Supply Referral Chain Social Equity Customers Distribution Loyalty Value Category Placement
  10. 10. LETS BREAK IT DOWN AND SEE HOW IT WORKS.
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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?
  15. 15. 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.
  16. 16. SO WHAT DOES IT COME DOWN TO?
  17. 17. 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.
  18. 18. SOCIAL NETWORKS CAN BE YOUR BEST FRIEND OR GREATEST ADVERSARY. WHERE IS THE POWER NOW?
  19. 19. 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.
  20. 20. 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.
  21. 21. 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
  22. 22. kiandesignco.com @kiandesign kev@kiandesignco.com
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