- Ideal: represents the optimum positioning of the organization in the market at
any given time. - Desired: lives in the hearts and minds of the corporate leaders – equivalent of
the strategic vision.
In the AC2ID framework the four supporting themes are also reflected in the five
identity types since the desired and communicated identity cover the same topics
as the supporting theme of corporate identity. The actual identity and the organiza-
tional identity are comparable and the conceived identity and ideal identity cover
the external elements equivalent to the supporting themes of image and reputation.
Management should on a continuous basis ensure that these identities are aligned,
meanwhile also updating the ideal and desired identity according to changes and
developments in the business environment. Overlooking or not monitoring the
multiple identities of a brand can have fatal consequences. The AC2ID framework
can assist top management in the research and management of multiple identities
and guide the company through identity changes and realignment processes of
brand identity. Especially in situations where identity is challenged (e.g. mergers
or acquisitions) brand identity management is crucial.
Summary
The theoretical building blocks of brand identity consist of the four supporting
themes behind the core concept of brand identity. Two of these cover internal
aspects: corporate identity, representing the visual and strategic elements of brand
The identity approach 63Box 5.5 Misaligned identities: the case of Body Shop
The founder of the Body Shop, Anita Roddick, from the beginning ran the
Body Shop according to her environmental and socially responsible values.
Her personal values (desired identity) had a significant influence on the
positioning and branding of the Body Shop as a socially responsible
company against animal testing, etc. An investigation of whether the actual
practices of the corporation could live up to these values led to accusations
that it did not live up to its own standards. This is clearly a case of
misalignment of the desired identity in relation to the actual identity. Media
attention led to consumer suspicion, with the result that the conceived
identity also became misaligned with the desired identity. The misalignment
of identities in the case of Body Shop is a good example of what often
happens when small companies grow fast, and the growing distance
between the ideals and dreams of the founder and the actual behaviour is
inevitable if well managed brand identity-building activities are not in place
to make up for this lack of presence in every day procedure by the founder.
Adapted from‘Multiple identities of the corporation’
(Balmer and Greyser 2003)