perceptions of image, the strategic visions and hope for what the brand should
achieve in the future, and the actual behaviour and organizational culture of the
brand. After having uncovered the state of the image, corporate identity and the
organizational identity and their respective alignment issues, a process of
enhancing and alignment must take place. The tools used to manage this process
can be divided into five cyclical steps:
Table 5.4Detecting identity gaps
Gap between Vision/Culture Culture/Image Image/Vision
(according to the
corporate brand
toolkit):
Theoretical elements Corporate identity Organizational Image and
and organizational identity and image corporate identity
identity
Gaps between Desired and ideal The actual identity The conceived
(according to the identity misaligned misaligned with the identity misaligned
AC2ID framework): with the actual communicated and with the desired and
identity conceived identity ideal identity
Constituencies Top management Employees and Stakeholders and
and employees stakeholders top management
Questions • Does the everyday • What perception • Who are the
reality reflect the of image do stakeholders of
values the vision stakeholders the company?
requires? express? • What do the
- Is the vision • How do employees stakeholders want
supported by all perceive company and expect from
functions and image? the company?
subcultures of the • How do • How well is
company? stakeholders and knowledge about - Are vision and employees stakeholders’
culture sufficiently interact? images
differentiated from communicated to
competition? top management
and vice versa?
How to solve Ensure that not only Set up organizational Make sure that top
misalignment communication but identity in a way that management is
also out-of-the-box supports the image informed by
activities and and reputation of customer insights
continuous training the brand identity. and new tendencies
ensure that Measure all contact are detected. Avoid
employees points between inertia and
understand stakeholders and self-consumed
and support the employees against irrelevant brand
corporate identity image and launches or
reputation activities by taking
image perceptions
seriously
The identity approach 73