Exploring Identity in Movies

Identity Lost

Identity Stolen

Identity Sold

Identity Concealed

Identity Abused

Identity Exploited

Identity Discovered

DevelopingIdentityCorporate

What is Corporate Identity?

• The persona of the corporation – a set of values and principles held by the firm.

• The group of features, values and beliefs with which the company or organization identifies and differentiates it from the rest.

• The image, like an individuals’ personality, with which a company can be identified and which portrays its aims and objectives.

What is Corporate Identity?

• The average and accepted behaviour, atmosphere, values, attitudes, dress, business practices, and philosophy in a given organisation.

• It goes beyond the visual effects, and penetrates deep into the heart of who you are.

Building Corporate Identity

1. Capture the personality of the corporation2. Make sure it appears spontaneous3. Work until it is unique4. Align all products and services to it5. Communicate it in everything you do6. Try to describe it in as few words as possible:

Hewlett Packard - “invent”3M - “innovation” Jaguar - “gorgeous”

Evaluating Corporate Identity

Answer these questions:• What type of organisation is it? • Are there other groups offering the same services? • Do staff understand what it does and where its

going?• What does the company’s stationary look like?• How do staff members dress?• How do people answer the phone? • How often is the website updated?

Corporate Identity Impact

When you have corporate identity “right” it will touch on everybody in the company, from the person who answers the phone to the CEO. While the logo and the company look is important, the way employees communicate with customers, how you project your values day to day, how you manage your team - that is what builds corporate identity.