- Stating.State the vision and identity of the corporate brand. (Who are we and
what do we want to become?) Articulating core values and identity behind
brand establishes the corporate identity. - Organizing. Link vision with culture and image practices. How can we reor-
ganize to achieve fit? Cross-functional structure and process changes
establish the frame for developing the appropriate organizational identity. - Involving. Involve stakeholders through culture and image. Engage
employees in execution and involve consumer images. Get input from
multiple sources. - Integrating.Integrate culture and image around a new brand identity. Align
the organization behind the brand. Align the multiple identities across internal
functions. - Monitoring.Track corporate branding gaps and brand performance.
Challenges when building brand identity
Brand-building activities based on the line of thought behind the identity
approach are often criticized for being an ego-stroking waste of time with no rele-
vance for either consumers or stakeholders. To avoid this identity trap and
Table 5.5Aligning identity gaps
Activity Cycle 1: State Cycle 2: Organize Cycle 3: Involve Cycle 4: Integrate
Key State the identity Link corporate Involve Integrate
process for the corporate vision to stakeholders corporate vision,
brand and link organizational through organizational
this identity to culture and the organizational culture and the
corporate vision image culture and the image around the
image new brand
identity
Key Who are we as How can we How can we How can we
question an organization reorganize the involve internal integrate
and what do we corporate brand? and external corporate vision,
stand for? stakeholders in organizational
the corporate culture and the
brand? image of the
corporate brand?
Key • Make company • Create a • Does the • Integrate the
concerns wide audit of coherent brand company have brand across
brand expression organization a shared markets and
- Revisit brand • Provide cultural mindset? business areas
cultural heritage managerial • Ensure active - Analyse brand foundation for inclusion of
images among implementation global
stakeholders processes stakeholders
perceptions
SourceAdapted from Schultz et al. (2005).
74 Seven brand approaches