ABOUT IDENTITY & BR-ND INSIDER

BY BR-ND POSITIONERINGSGROEP

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

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.

“MOST IMPORTANT IN MY LIFE IS”:

89% 76% 74% 72% 71%

13% 16% 26% 35% 37%

> benchmark (81%)

< benchmark (51%)

WHAT IS IMPORTANT TO ME

“LEAST IMPORTANT IN MY LIFE IS”:

Source: BR-ND INSIDER report

MOST IMPORTANT TO THEM VS. AVERAGE EMPLOYEE

-15%

13%

-13% -9%

8% 8%

-6% -7%

MY UNIQUE CHARACTER

LEAST IMPORTANT TO THEM VS. AVERAGE EMPLOYEE

Source: BR-ND INSIDER report

WORK CONTEXT The immediate work context.

(CURRENT & FUTURE) WORK ORIENTATION

THE MOOD OF THE ORGANIZATION Source: BR-ND INSIDER report

ENERGETIC

TENSED CALM

TIRED

Physical movement

Mental movement

II STRONG EMOTION

I OPTIMISM

IV CONTENTMENT

III DEPRESSION

ORGANIZATION The organization as institutional frame.

COMPETENCES & WEAKNESSES

IDENTIFICATION WITH THE ORGANIZATION, IDENTIFICATION WITH THE STRATEGY

NSBH* Bitter Loyals

Surfers Hardcore Lovers

High identification

with organization

Low identification with organization

Negative/Neutral towards strategy

Positive towards strategy

AND IDENTIFICATION ROLES:

* 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

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Source: BR-ND INSIDER report

INSPIRATION FOR THE FUTURE BRAND

THE BR-ND INSIDER BRINGS:

GRIP ON IDENTITY AND ENGAGEMENT…

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

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

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