Who are you and how does your identity shape your brand?

March 1, 2009

Identity is hugely important. It shapes not only the company’s ethos but also its values and, most importantly, its key messages.

Asking clients to identify how they define themelves leads to questions, and sometimes conflict, about how each level views the organisation.

As an example, a boss might see the organisation as being both creative and flexible. An employee might see it as rigid and restrictive.  And this is the dilemma when trying to craft a PR message.

A recent meeting with a cleint illustarted this – they saw themeleves as being friendly and acessible. Their customers saw them as being skilled and strategic.

Which message to sell? Which identity is the correct identity? And how do you sell multiple messages?

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