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