For All Exec Directors: Discover If Your Corporate Identity Is Aligned To Your Business Strategy!
Copyright (c) 2012 altura brand identity
As CEO or main board director responsibility for driving your organisation forward the subject of corporate identity should be high on the board agenda. If you need to change the attitude of customers or rally the organisation after a major change though, where do you start? Corporate identity is at the heart of any successful change.
An effective corporate identity strategy and programme can help you to achieve a range of objectives for your business. It can help to:
• Support a complete corporate turnaround strategy • Rejuvenate the company and get everyone to pull together • Increase cross selling opportunities • Add value to the company and up the share price • Integrate newly acquired companies • Change culture following an acquisition • Integrate acquired companies quickly • Respond to competitive pressures and changes in the marketplace • Prepare for social change in the future.
Before you start however, you must set clear and measurable goals and objectives.
Why do organisations need to develop a corporate identity?
Change brings challenges to any business. Whether it be growth through acquisition - especially across national boundaries, de-merger, restructure, strategic change, change in culture, social change, or a major new product or service launch, that change will inevitably impact on your internal organisation, and on the way that customers and stakeholders perceive your business.
To discover if your corporate brand identity is aligned to your business strategy, answer the 7 key questions below. If the answer to any of them is NO then your corporate brand identity is not reaching it's full potential.
1 Commitment? Are you internally committed to the corporate brand identity in terms of time, influence, investment and legal protection with regard to design and geographic spread?
2 Clarity? Are your shared values, customer value proposition, substantiators, personality, essence, outward facing company structure, clearly articulated and understood across the company and amongst your target audiences?
3 Flexibility? Is your corporate identity and architecture flexible enough to adapt to restructure, growth, market changes, challenges, opportunities and does it have an ability to constantly evolve without re-inventing the wheel?
4 Authenticity? Is your corporate brand authentic and do your shared values stand up internally and can they deliver against customers' expectations, fit with their needs, desires and their decision
5 Understanding? Is your corporate brand recognised and is there an in-depth understanding of its distinctive, characteristics, qualities and how positively do customers and opinion formers discuss it in the media?
6 Consistency? Is your corporate identity applied consistently across all touch points and communications channels for all audiences - both internal and external?
If the answers to any of the above questions is NO then you have a corporate or brand identity issue that needs to be reviewed.
The next step Undertake a corporate identity review - Investigation, analysis and recommendations. This stage takes into account your business strategy, your vision and values, your identity, the corporate brand architecture, the visual identity and how its applied accross all channels of communication. A report of the findings and recommendations should then be made for the next steps in the corporate identity process.
About the Author
Discover If Your Corporate Identity Is Aligned To Your Business Strategy! A must for all Executives driving their business forward http://www.altura.uk.com
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