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What’s your ID?
December 7th, 2011 at 8:34 am
Posted in industry news
These days, it’s all about the ID. From driver’s licenses to bank accounts, we’re defined (in part) by our ID. If you evaluate these IDs you can discover a lot about a person: Where they work, shop, play & what they value…
So if I asked you “What’s your Identity”? How would you answer? I’m a creative writer / in-the-closet golfer… Hopefully you have a sense of who you are and hopeful you realize and embrace that your identity (ID) changes over time.
But what about your business? What’s your business’s ID? You know it has one (whether you presented it one or not).
The fact is that every entity, big and small, has an identity. They’re either formed by intention or perception. Most often in combination. Let’s examine a sample. When I mention a familiar brand name, what comes to your mind… For Example: Coca Cola.
Did you think: Coke, Classic, Refreshing, Polar Bears, Comforting, Childhood… More than likely a few of these ideas came to mind (and probably more). Are these intentional or simply perception? That is, of course, a trick question because it’s both. There is now doubt that Coca Cola is the #1 most recognizable brand in the world and their brand identity is no accident. Their intentional branding has been cleverly marketed and now become your perception of the brand Coke.
So after considering a world-wide brand, lets go back: What comes to mind when you think of “your” business identity? Is this simply your perception or is it intentionally established; integrated throughout your organization; recitable by employees; known to your customers; accepted by your customers?
These are the very questions we ask our clients when we help to create a new brand strategy, an advertising campaign or a simple website? “What’s your ID?”.
