The cultural and historical heritage of a company can also be used to build brand
identity. The company does not necessarily need to have been in business for
many years before it is able to use history or culture actively in the building of
brand identity. Also a unique organizational identity or a charismatic CEO can be
the source of corporate and organizational identity.
foundation for the company. This foundation and the implied closeness to the
environment of their consumers is still a priority. Today, Quiksilver call
themselves a board-riding company, indicating that employees share the
passion for board riding. Consumer involvement is underpinned by much
sponsorship of surfers and of board-riding events that Quiksilver supports or
arranges around the world. Employees at Quiksilver live the Quiksilver
brand, getting actively involved in board-riding communities.76 Seven brand approaches
Box 5. 8 Do’s and don’ts of the identity approach
Do Don’t
Disperse shared vision Don’t neglect diverse interpretations
and loose vitality and dynamics
Disperse shared organizational Don’t get stuck in the pitfall of
culture group-think and path dependence
Management should be strong, Don’t neglect subcultures and
visible, and provide guidance diverse organizational functions
Be cross-functional, involve the Don’t cut off innovation and new
whole organization ideas that require deep insight and
exploration of new paths
Incorporate change Don’t jeopardize the distinctiveness
of brand identity
Listen to the market and be open Don’t go with short-term market
to co-creation of brand identity trends and lose core competences
Embed brand identity management Don’t leave brand management to
strategically top management solely
Align corporate identity, Don’t overcomplicate matters and
organizational identity, image get lost in complexity
and reputation continuously
Make sure that brand identity Don’t revolutionize brand identity
evolves continuously