Identity crisis: some thoughts about corporate identity

• Fragmented identity equates to lost identity. Where's the purpose in that? Ask yourself, is there one common message and feeling that is present and consistent across every communication tool that touches your audience (online, in-person and in-print). Everything that touches your audience contributes something; the key is to make sure it positively reinforces the message you want to send. (Of course, it helps if you know the one message you want to send.)
• Don't confuse volume with effectiveness. And, don't get sloppy just because you're overwhelmed. If you can't can’t do it right, don't do it. The secret here is that the less you put out there, the easier it is to get it right. Well developed identities are concise and deliberate. (Starbucks=a great coffee experience)
• Audit your touch points. Sometimes it helps to get an outsider's perspective on this. A few years ago, we spent a couple of days with a team from AspireOne and we are still using the information they helped us uncover then - today. It was a great investment. I think this image from the Integrated MarComm blog breaks it down best into three phases
• Touch point 1: Awareness/consideration (pre-purchase)
• Touch point 2: Trial (purchase)
• Touch point 3: Loyalty/advocacy (post-purchase)

This is a great tool to evaluate how all your “parts” play play together nicely as the “whole”. Use this tool to evaluate your programming, facilities, media, print pieces, people, words and actions. You might be surprised with what you find.

Comments

[Danielle Hartland]

This is really helpful: I can wrap my brain around this. Thanks!