Organizational identity & BR-ND INSIDER

ABOUT IDENTITY & BR-ND INSIDER HAVEN’T YOU HEARD? IN 2010, BR-ND POSITIONERINGSGROEP, BR-ND NAMING & BR-ND DESIGN BECOME BR-ND

BY BR-ND POSITIONERINGSGROEP

WHAT IS IDENTITY?

PERSONAL IDENTITY

AS IN THE PERSONAL CHARACTERISTICS WHICH SEPARATE YOU FROM THE OTHERS

“WHO AM I?”

ORGANIZATIONAL IDENTITY

AS IN

THE UNIQUE CHARACTERISTICS WHICH SEPARATE THIS ORGANIZATION FROM THE OTHERS

“WHO ARE WE?”

WHY IS IDENTITY IMPORTANT?

THE IDENTITY OF THE ORGANIZATION GUIDES THE COLLECTIVE ENERGY

THE BR-ND INSIDER IS:

AN ONLINE TOOL TO DETERMINE THE IDENTITY OF YOUR ORGANIZATION

THE BR-ND INSIDER ASKS EACH EMPLOYEE

BECAUSE IDENTITY IS A MATTER OF COLLECTIVE PERCEPTION

THE BR-ND INSIDER DOES:

REVEALS THE IDENTITY OF THE ORGANIZATION AS PERCEIVED BY THE EMPLOYEE ON 4 DIMENSIONS:

The employee builds collective identity through the window of personal perception of elements which progressively feel less ownable and controllable.

The employee is therefore asked about personal identity, its immediate work context, the organization as institution and the brand as its manifestation in the outside world.

THE INDIVIDUAL The personal identity of the employee.

WHAT IS IMPORTANT TO ME “MOST IMPORTANT IN MY LIFE IS”:

89%

76%

74%

72%

71% > benchmark (81%)

“LEAST IMPORTANT IN MY LIFE IS”:

13%

16%

26%

35%

37% < benchmark (51%)

Source: BR-ND INSIDER report

MY UNIQUE CHARACTER MOST IMPORTANT TO THEM VS. AVERAGE EMPLOYEE

13%

8%

8%

LEAST IMPORTANT TO THEM VS. AVERAGE EMPLOYEE

-15%

-13%

-9%

-7%

-6%

Source: BR-ND INSIDER report

WORK CONTEXT The immediate work context.

(CURRENT & FUTURE) WORK ORIENTATION

ENERGETIC

II

I

STRONG EMOTION

OPTIMISM Mental movement CALM

TENSED

IV

III

CONTENTMENT

DEPRESSION

Physical movement

TIRED

Source: BR-ND INSIDER report

THE MOOD OF THE ORGANIZATION

ORGANIZATION The organization as institutional frame.

COMPETENCES & WEAKNESSES

IDENTIFICATION WITH THE ORGANIZATION, IDENTIFICATION WITH THE STRATEGY AND IDENTIFICATION ROLES: Positive towards strategy

Hardcore Lovers

High identification with organization

Surfers

Bitter Loyals NSBH*

Negative/Neutral towards strategy

Low identification with organization

* NSBH, Not Supposed to Be Here Source: BR-ND INSIDER report

BRAND The brand inside-out, as manifestation of the organization in the outside world.

WHAT MAKES THE BRAND UNIQUE Source: BR-ND INSIDER report Powered by www.wordle.net

INSPIRATION FOR THE FUTURE BRAND

THE BR-ND INSIDER BRINGS:

GRIP ON IDENTITY AND ENGAGEMENT…

THE ORGANIZATION IS CLOSER TO THE MIND & HEART OF THE INDIVIDUAL..

..& THE INDIVIDUAL IS CLOSER TO THE MIND & HEART OF THE ORGANIZATION

Note: Not all the visuals in this document are owned by BR-ND Positioneringsgroep