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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
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
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.
SOCIAL NETWORKS CAN BE
YOUR BEST FRIEND OR
WHERE IS THE POWER
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