Establishing an organizational identity

the-incredible-7-boutique-hotel-in-paris-2Does your business have an identity? If so, is that identity a positive one? Organizational identity is strong when people within the organization have a common understanding of who they are, what they create and for whom they create it. At Infinis Consulting, organizational identity is comprised of four components, each answering a specific question:

Vision: What do we aspire to be?
Mission: What do we do?
Customer: For whom do we exist?
Essence: What do we want our customers to feel?

Once you’ve established organizational identity, the organization can provide guidance and direction, avoid wasting resources and keep everyone focused on their common goal.

How do you answer these questions? If you are unable to answer them, how do you believe your customer would answer them?

Building And Protecting Brand Identity


A “brand” is how your company, product or service is perceived by the consumer whereas “branding” is the action you take to affect those perceptions. It used to be that providing better value than your rivals led to brand loyalty, but with the ease of access to information such as media reports, blog posts, competitors’ advertising and the speed at which word of mouth spreads, providing value simply isn’t enough to maintain a lasting competitive advantage.

Enhance your brand identity by identifying opportunities including:

Continuously monitoring your brand strength. Do customers recognize who you are? What feelings or emotions do they associate with your brand?

Remaining vigilant. You’re not likely to find something you’re not looking for. Identify channels for monitoring the conversation and leverage those learnings into tactics that support your findings.

Always look for ways to positively affect consumers’ perception. This is your opportunity to be creative! Sit down in a room and throw ideas off the wall. Get out your color pencils. Go for a walk with a coworker to discuss ideas.

Develop strategies to impact and neutralize negative perceptions when they arise. We’re human and, fortunately, most customers understand that. Your customer is more likely to forgive you and return if you have processes in place for handling difficult situations.

Whats your take? We would love to hear how you have built your brand, positively affected its perception or protected it from negative perceptions.