How can we discuss Identity In a Corporate setting?
Who Am I?
This book has been on my reading list Essentials of Corporate Communication Reading about it before writing about certain topics helps me comprehend the content better, as I often forget or overlook parts
After reading the book’s account of identity, I compared it to reputation in my own mind Https: //medium. Com/@elimman5/from-communication-to-reputation-0ade8ecb8a27. In writing, I reminisced about the 1998 movie to make it more relatable Who Am I? Directed and co-produced by Jackie Chan. A secret agent is the protagonist in the story, but after falling off a helicopter and losing his memory, he is willing to answer questions. In various scenes, he asked the question “Who am I?” until his name was revealed
In Beyonce’s song Ja Ara E He told Burna Boy that if you don’t know yourself, you will go missing. The topic of this article is centered around the exploration of one’s personal self as a corporate entity
Studies indicate that authentic experiences are generated when organizations examine the fundamental aspects of their identities. A discovery process is initiated to uncover the company’s “beating heart” and its true values. The process of uncovering the company’s core purpose and its reason for being begins at the top, where all internal dialogue takes place. A “constructed identity” emerges from the fact that not all company features are equally attractive, and it reflects the brand values and emphasizes them. An unreliable company cannot be perceived as genuine if its employees fail to embrace and communicate the company’s values in their daily interactions with customers, suppliers, investors, and the general public. It is necessary for employees to sing in harmony. An established brand establishes itself as a distinct entity
The same holds true for our personal lives and interactions
Can we break down identity into three approaches for better comprehension?
Identity rooted in design
As per the book’s assertion, the study of visual elements is a key factor that has led to an extensive tradition of studying organizational identity. According to Bernstein, the word “identity” comes from the Latin term “idem”, which means “same.”. It is evident that the Latin term “identidem” has a connection to both words, meaning “repeatedly similar” or “the same every time.”. Early students of corporate identity often link “identity” with “design” using dictionary definitions. G. I dentities, house design, and uniforms. Carter defines corporate identity as the logo or brand image of a company and all other visual representations of its identity. Early design specialists’ core argument for using common symbols to create unity and agreement among workers was based on the idea of similarity
The choice of a logo or house design is not arbitrary and does not depend on individual judgment. Members of the design school emphasize that visual expression is the culmination of a process that involves questioning fundamental questions about an organization’s identity Who am I? The purpose is to influence the selection and construction of suitable symbols and imagery
Logos The company’s visual identity is merely one aspect. Corporate architecture also conveys abstract representations of a company’s identity Olympus Where do the Greek gods reside? Why do chicken republic stores have a consistent appearance with their red and white designs, interlocking stones, art, uniforms, dress codes, language, office arrangements, and signage?. The identity expressions present provide a framework for the logos and branding systems that are created. A simple and easy-to-understand idea about a company can be effectively communicated through visual representations, which hold significant emotional weight. Embracing solely on “logomotion” fails to acknowledge the other factors that contribute to stakeholder identification with a company
Identity rooted in culture
The English dictionary defines culture as the way of life, family background, and habits that define individuals. Identity is more important to organizational behavior students than the visual aspects of the design school. They argue that identity is not solely determined by examining the visual and desired elements of an established or selected persona, but also by considering the collective beliefs and values of all organizational members. Your sense of self is a subjective construct, and where you stand determines your perception of reality. The design view suggests that organizations need a more sophisticated understanding of identity to implement strategic change, which implies this. The majority of identity research and analysis in the “culture” tradition has utilized qualitative methods to uncover identity components. Some academics have suggested employing quantitative analysis to construct identity profiles. Their research proposes that positivistic analysis can assess the antecedents and consequences of identity for various organizational outcomes, including “identification” and “morale”
Identity rooted in communication
The third method of examining identity is influenced by scholars and practitioners who are interested in messaging and communications. The investigation investigates the use of identity traits of a company in advertising and publicity. Their research focuses on creating guidelines for communication initiatives that are built around a core brand and the sharing of effective corporate narratives
Initially, supporters focused on creating symbol-driven campaigns to communicate long-term business objectives and organizational advantages to stakeholders. The significance of the behavioural aspect in the identity-mix was established by German researchers. Behaviour is the most extensive form of communication. The use of symbols alone is problematic as most stakeholders, whether consciously or unconsciously, utilize all their senses to form an impression or judgment about a company. The sole means of generating and maintaining perceptions of distinctiveness and authenticity for any company is through visual design. The implementation of strategy necessitates managers to use both symbolic and behavioural communication
These three methods are common in both practice and research. Consultants are frequently employed by companies to assist in the strategic repositioning of their organization. The branding implications and appropriate visual effects of change are always a topic of debate. When creating new visual representations for a client, branding specialists often collaborate with change agents to encourage employees to embrace the new branding elements. The identity mix is typically shaped by a steering committee that oversees the integration of visual, behavioural, and symbolic components
Defining Identity
Like we did in the past Https: //medium. Com/@elimman5/from-communication-to-reputation-0ade8ecb8a27. ( From communication to reputation) I will provide a list of definitions for identity that have been used in the past. Here goes:
Conceiving organisational Identity
Various methods exist for comprehending organizational identity. These methods can be utilized to amalgamate four categories of identity::
The set of traits that are deemed typical for The organization’s continuity, significance, and distinctiveness in The eyes of its members defines its identity
The issue of multiple and hybrid identities
Is it feasible to have multiple identities? The answer is affirmative, as we all possess a minimum of two government names and various nicknames. Is it accurate to say that The bigger an organization gets, The more probable it is for sub-identities to emerge that lessen or eliminate ties to The corporate identity?. Many specialists who come together to create music lead to the development of multiple identities in some Cooperatives
From identity to identification
In the end, a company’s identity is crucial because it produces someone who can be identified. Those who are inclined to be self-assured and associated with their organizations are more likely to have a positive attitude towards them and to make decisions that align with the company’s goals. The identification leads to strategic alignment and a sense of purpose among leaders and employees. Managers must be highly interested in identifying and revealing the various aspects of their company to ensure employees identify and align with the established or desired identity of the organization
A company can only be perceived as authentic if it engages in a process of external expression that conveys its core essence to all stakeholders in an appealing way. External expression is the process of creating messages and initiating initiatives that generate emotional responses, such as trust, respect, and a liking among key stakeholder groups. Effective external expressions can result in both internal and external alignment between the company and its employees. Identification and discovery are intertwined with three processes: constructed identity, employee identification, and stakeholder identification
The identification of individuals varies greatly depending on the organization. In the past, there has been a tendency for ideology or religion to generate more identification than commercial organizations. Individuals make sense of the world through their groups, which they identify with. By utilizing their identity elements, organizations can utilize individuals ‘sense-giving practices to enhance their ability to experience life. By creating an appealing identity for employees, managers can not only identify them but also use it to guide the company’s future growth through effective socialization practices. The psychological need for employees to prioritize their work and feel valued by the organization is met when motivated by sense-giving initiatives. The communication between internal and external management is essential for identification. Internal communication enhances identification:
At the same time, identification is also improved by external communication. If the organization can obtain a favorable reputation from its external communications, it does so. According to Dutton and Dukerich, employees are more likely to feel positive about the organization when it has a perceived external prestige level. Employees feel proud to be associated with a highly respected company. The company’s reflected glory is felt by them, and they experience a boost in self-esteem
If you were to ask yourself, “Who am I?” and if so, answer the question professionally, then identify your strengths and weaknesses
Greetings and thank you for your reading. This subject is covered in more detail in Essentials of Corporate Communication