The document discusses the distinction between a corporate persona and identity. It states that a persona is how a company believes it is perceived, while identity is how it is actually perceived. It provides a formula for developing an effective identity that involves harnessing an organization's essence into a vision and purpose, guiding behaviors towards that vision, nurturing an authentic culture, articulating the identity through a strong brand, and shaping the future. An identity ecosystem is described as involving various stakeholders that influence awareness, revenue, staff, partnerships and more. Developing a successful identity is said to start with the people in the organization and harnessing sociability through social networks, as people have more power to make or break brands through their comments online.

1. The Super Human Power
© DC Comics/Time Warner flickr.com/people/chanchan222

2. kev babakian
@kiandesign
#identity
kev@kiandesignco.com

3. There is a big distinction between what is a
corporate persona v’s a corporate identity
flickr.com/people/frogmuseum2

4. For some entities it comes naturally.
Tony Hsieh – Zappos, Delivering Happiness

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

6. PERSONA How an organisation, business or brand believes
they are perceived
IDENTITY How an organisation, business or brand is perceived

7. SO WHAT DOES IT
TAKE TO GET IT
RIGHT?

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. 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. LETS BREAK IT
DOWN AND SEE
HOW IT WORKS.

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. 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. 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. 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. 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. SO WHAT DOES IT
COME DOWN TO?

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. SOCIAL NETWORKS CAN BE
YOUR BEST FRIEND OR
GREATEST ADVERSARY.
WHERE IS THE POWER
NOW?

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. 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. 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. kiandesignco.com
@kiandesign
kev@kiandesignco.com