This is the beginning of a series of thought exercises around mapping an organization’s identity to inform and strengthen communications and messaging.
As I was thinking through some communications ideas for the organization I work for, it came to me that I was going about it the completely opposite way. I was staring at a web of complicated outputs - platforms - where our messages would go and trying to build them at those points. But that’s not where ideas start. You can start with the end in mind, but you can’t build in the middle, outward.
So I went backward… or upward maybe. If I wanted to know WHAT to communicate, I needed to go back to the very core, to the identity that guided the organization. And so I quickly threw a crude pyramid together, with the guiding principal at the very top: The Core Identity.
Think of a company's core identity like its unique personality – the set of values, vision, and special traits that make it stand out. When a company focuses on this core identity, it's like finding its true north, guiding all its communication strategies and messaging goals. This means every message sent out, whether it's an ad, a social media post, or an email, is in sync with the company's fundamental values, creating a consistent story that people can connect with.
Having a strong core identity isn't just about sounding good; it helps the company pick the right words, the right channels, and the right tone that matches who they really are. This not only makes the brand more recognizable but also builds trust with everyone involved – customers, partners, and staff.
A solid core identity works like a team-building exercise for a company. It brings everyone together with a common purpose and a shared set of values. That kind of unity, doesn't just make for a great workplace. It spills over into how the company is perceived by the world outside. It's not just a logo or a tagline – it's the heart and soul of a company's success story.
In my next piece, I’ll move on to the VALUES part and how we show that core identity internally in our organizations and externally with others.