Every organization naturally wants to leave a good impression on the target group. A clear identity is therefore necessary. However, a clear and distinct identity is about much more than expressing a mission, vision or slogan.
Immediately Corporate Identity Mix you create a better picture of what exactly your organization is and what it radiates to the target group. In this article we explain to you what the Corporate Identity Mix is and how it helps you build a Corporate Identity.
What is a Corporate Identity Mix?
The Corporate Identity/Image model was designed in 1980 by scientists Birkigt, Stadler and Funck. The identity of an organization is determined using various elements in this model. A Corporate Identity Mix is also called a corporate identity mix or IC mix. This model establishes a link between the identity and the image of a company.
The definition of Corporate Identity is 'what the organization really is'. By focusing on that brand identity, you as an organization influence the corporate image. According to Birkigt and Stadler, brand identity starts with the personality of an organization, supplemented with components such as behavior, communication and symbolism.
If an organization's identity is better than its image, then there is still potential to make better use of image building instruments. Conversely, if the image is better than the actual identity, as a company you run the risk of a negative image due to negative publicity. A good balance between the two is therefore very important!
More about difference between reputation and image.
A strong Corporate Identity must:
- Connecting to the core activities of your organization.
- Connecting with the organization as a whole.
- Be in line with the roots of your organization.
- Be distinctive.
- Various stakeholders to address.
The 4 different components of a Corporate Identity Mix
As described earlier, there are four different components that form the brand identity: personality, communication, behavior and symbolism. We explain the four components in more detail here.
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Personality
First of all, we look at the personality of the organization. This includes matters such as the mission and vision of an organization (why), but also the culture and how the organization is structured. The way in which an organization responds to stimuli from the environment also says something about the values and personality of an organization. It helps a lot if an organization knows itself well and knows what it stands for. Only when you have a clear picture of the personality of your organization will you know how to present your organization in a clear way in communication, symbolism and behavior. Birkigt and Stadler also described this in German as “as manifestierte Selbstverständnis des Unternehmens”.
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Communication
Communication is actually everything you do or say as a company, it concerns all the messages you communicate. Or as Birkigt and Stadler put it: “the total of a company's verbal and visual messages”. This is the component where you as a company are most flexible and where you can make adjustments fairly easily. The personality of an organization is reflected in how an organization communicates with its stakeholders.
If you choose to communicate that you are an innovative company through behavior, it may take a long time for that message to reach the target group. As an organization, you can choose to address the target group directly and immediately say that you are an innovative company.
Make sure that the behavior and what is communicated correspond with each other. Because that connection between behavior and symbolism is the key to clear communication.
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Behaviour
Behavior is the way in which the organization and its employees act on a daily basis. For example: how does a company deal with discussions? Do they keep their promises and can they handle discussions or negative feedback well? Behavior is the most important component of the Corporate Identity Mix. Behavior is also a very effective instrument for a company. The target group ultimately judges an organization on its behavior. With the help of symbolism and communication you can steer the target group's image in the desired direction.
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Symbolism
The final component in the Corporate Identity Mix is symbolism. This implicitly indicates what an organization stands for. It is the visual way in which an organization expresses itself, and is also called 'visual identity'. This concerns all non-verbal and visual elements such as corporate identity, use of color, logo, typography, use of metaphors, and photography or illustrations.
People feel connection and recognition with striking symbolism and this can contribute to building a bond with the target group. Both for internal and external stakeholders.
Related article: Corporate Communications
Negatives Corporate Identity Mix
There are a number of reasons why some find Birkigt and Stadler's model less valuable.
- For example, the Corporate Identity Mix is in principle only about the identity of a large 'corporate' organization.
- It is not clear in all cases whether a subject belongs to behavior, symbolism or communication.
- In practice, behavior has more influence on reputation than symbolism and communication. Behavior sometimes determines 80% the image.
- If you change static identity factors, such as culture, dynamic factors such as communication and symbols do not automatically change.
- The outward appearance can also influence the personality of an organization.
Compete with a distinctive Corporate Identity
Do you want to compete with your Corporate Identity? The current market is changing rapidly and so you need a distinctive Corporate Identity to compete. This is why:
Coherence
The coherence of a brand identity must be right. Ensuring that you convey the same message to every organization, partner, stakeholder or employee contributes to this.
Reliability
Ensure a reliable and well-thought-out Corporate Identity. This can especially help standardize the visual representation of your brand.
Expertise
By establishing a strong Corporate Identity, you will be seen as a reliable expert in your field.
Knowing more? Contact us!
Do you also want to build a strong Corporate Identity with your organization and are you curious about what we can do for you? Please contact us!
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