Corporate identity mix with assignment v2

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Corporate identity mix with assignment v2

  1. 1. Corporate Identity Mix: AnalyzingCommunicationKnowledgeCenter@Outlook.com
  2. 2. Assignment• Analyze the Corporate Identity Mix 1) of your organization. Conclude what starting points and personality are expressed & find inconsistencies.• Explain why you conclude this.) The website is the most important tool in the Corporate Identity Mix;1 analyze at least the website. Find ‘communication’ and ‘symbols’ by analyzing verbal and visual communication – that is: make a semiotic analysis as learned in a previous block – and conclude what starting points and personality are expressed. Also analyze how the organization behaves as a whole: does it focus on shareholders’ value, CSR, etc., what starting points and personality does this behavior express?
  3. 3. Identity (Riel 2001 p67)• “Identity” consists of the collection of attributes that members use to describe an organization.• For these attributes to be accepted internally and externally, an organization must have in place an identity mix that is appropriate to its target audiences.
  4. 4. Cor por ate Identity Mix (Riel2007 p68)All self-expressions of a company can beclassified into one of the following threeforms:1. Communication: • Verbal messaging • Most tactical tool managers can use to convey identity1. Behavior: • Initiatives organization supports & behaviors it enacts. • Being “innovative”/ “social responsible” is more difficult than saying so.1.Symbolism: Personality • Visual & audible symbols The manifestation of the • Logos, signs, sounds, taglines. company’s self-perception (Birkigt & Stadler 1988, in Riel 2007 p68)
  5. 5. Birkigt & StadlerCopy & Art • Birkigt & Stadler were advertisement consultants. • Advertisement is mainly performed by Art & Copy.
  6. 6. artCopy or tagline:It makes your house lookbigger.Publication Year: 1964Appr Ad Size 10 x 13.5 inchcopy
  7. 7. Birkigt & StadlerCopy & Art • Birkigt & Stadler were advertisement consultants. • Advertisement is mainly performed by Art & Copy. • On corporate level these are Symbolism & Communication • They found out that advertisement can’t make right what management did wrong. Therefore they introduced Behavior.
  8. 8. What people see ofNike
  9. 9. Influence of Identity Mix onCorporate Image Similar to: S –[x] R
  10. 10. Why is Birkigt & Stadler’sId  Im model deficient?1. Model suggests that 3. Model does not Image is just a reflection distinguish between static of Identity; actually image (culture etc.) and dynamic is also influenced by identity elements contextual conditions. (communication &2. Model ignores that image symbolism). is not an end in itself, but 4. Model suggests that a means to achieve communication & improved legitimacy and symbolism have the same effectiveness for the impact as behavior, but organization. influence of static elements is greater. (Riel 2007 p69)
  11. 11. Selecting identity = Finding the message.elements (Riel 2007 p69)• What senior executives want to project (Birkigt ‘86)or• What members of organization want and do, and how they see the organization. Conclude if outcomes match the following criteria:1. Centrality: What characteristics are widely shared among members throughout the organization?2. Continuity: What characteristics of the organization are most used by members to link the past to its present and future?3. Uniqueness: What characteristics appear most unique to members to differentiate the organization from similar organizations? (Albert & Whetten 1985)
  12. 12. Applied on your assignment• Interview & observe senior executives or members of organization.• Analyze art & copy (with semiotic analysis).• Conclude if outcomes match the following criteria: 1. Centrality: What characteristics are widely shared among members throughout the organization? 2. Continuity: What characteristics of the organization are most used by members to link the past to its present and future? 3. Uniqueness: What characteristics appear most unique to members to differentiate the organization from similar organizations?
  13. 13. Essence of simplesemiotic analysisThree steps (Geursen 1997 p102-103)1.Analyze verbal signs What you see2.Analyze visual signs3.Analyze symbolic message Interpretation
  14. 14. Four types of Identity (1)(Balmer & Wilson 2002 in Riel 2007 p70)• Perceived Identity: collection of attributes that are seen as typical for the “continuity, centrality and uniqueness” of the organization in the eyes of its members. = Internal image• Projected Identity: self presentations of the organization’s attributes manifested in the implicit & explicit signals which the organization broadcasts to internal & external audiences through communications & symbols. Projected Identity is what you will analyze for your assignment!
  15. 15. Projected & Perceived Identity Perceived Identity implicit & explicit signalscommunications & symbols. Sent message Received message S / encoded / decoded
  16. 16. Four types of Identity (2)(Balmer & Wilson 2002 in Riel 2007 p70)• Desired Identity: (a.k.a. “ideal” identity): The idealized picture that top managers hold of what the organization could evolve into under their leadership.• Applied Identity: The signals that an organization broadcasts both consciously and unconsciously through behaviors and initiatives at all levels within the organization.
  17. 17. Identity &Identification• Corporate identitycreates identification:internally & externally.• Signals shouldconsistently representattractive startingpoints/ values/personality.
  18. 18. Three things thatHeineken made a greatbrand:1. Consistency2. Consistency3. Consistency- Freddy Heineken
  19. 19. Measuring ProjectedIdentity• Projected Identity is relevant for your assignment.• Projected identity develops via – print, – visual, – video, – web communications (Fombrun 1996 in Riel 2007 p89)
  20. 20. Measuring Projected Identity requires (Fombrun 1996 in Riel 2007 p89): Informal communication: grapevine, bathroom graffiti, email1. A compilation of all the formal slurs, private blogs, tweets, etc. communications and messaging used by an organization, including •Its online presentations, •corporate advertisements, •its financial statements, •sponsorships, •its social reports, •press releases, and •newsletters, •executives speeches. •brochures, True, but for your assignment it is enough to analyze the site.2. A framework from which to induce the meanings expressed in those communications. Example: values, expressed in Mission and/ or by management, etc..
  21. 21. Framework used forContent AnalysisExamples of framework to which signals can be referred:• Values/ starting points expressed in Mission Statement.• Values/ starting points expressed by management (during research: interview etc.).• Fombrun & Van Riel’s Five Key Dimensions (2004 in Riel 2007 p90): 1. Distinctiveness 2. Consistency Five Key Dimensions include 3. Visibility criteria for Identity Elements (Albert & Whetten 1985) 4. Transparency 1. Centrality: 5. Authenticity 2. Continuity: 3. Uniqueness
  22. 22. 7 Core dimensions of Corporate Personality Profile (Lux 1968 in Riel 2007 p84)1. Needs: basic motivations for organizations actions. Examples: growth, security, healthy working atmosphere.2. Competencies: special skills & competitive advantages of the company.3. Attitude: philosophical & political background of the company.4. Constitution: physical, structural and legal space in which the company operates. Encompassing: facilities, buildings, locations, structures, core business.5. Temperament: how company operate/ fails to operate. Describes company’s strength, intensity, speed, emotional tone.6. Origin: relationship between present personality & past personality. Which attributes have company shaped in the past.7. Interest: concrete objectives of the company; what the company wants to do in the future.Assignment: Define the Corporate Personality of your organization bydescribing these 7 dimensions. Explain WHY you conclude that this are itsNeeds, Competences, etc. Find one or two photo’s of people who express the
  23. 23. Further reading• Riel, Cees van & Charles Fombrun (2007) Essentials of Corporate Communication, Routledge London – New York • Riel Ch 3 Creating Identity and Identification (28 p’s) • Riel Ch 4 Measuring Corporate Identity (25 p’s) • Riel Ch 5 Communicating with the Corporate Brand (24 p’s)

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