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Session Overview
Defining Corporate Identity Six types of Corporate Identity in the AC3ID Test Framework How should the six types of Corporate Identity fit together? The Importance of Alignment
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Ideal Identity The optimal positioning of the organisation within its market in a particular timeframe.
Desired Identity Senior managers vision for the organisation, often informed by personality and ego.
How should the Six Types of Corporate Identity relate to one another?
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The Scenario
You have just been hired as the Head of Corporate Marketing for a global media production company, Media Inc. The CEO is concerned about the companys negative image and he wants you to help the company develop its Corporate Brand. What should you do?
Therefore, you might begin by asking employees what Media Inc is really like.......
Non-controllable communications
Word-of-mouth, media commentary, etc.
More precise than Conceived Identity Should appeal to multiple stakeholder groups
Therefore, the companys Ideal Identity may change over time Examples?
What if the companys Ideal Identity is not consistent with its Actual Identity?
If you want to keep your job as Head of Corporate Marketing, it is a good idea to consider the companys Desired Identity!
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