Source: ‘Corporations and Design Systems C1’ by CoCoMAS Committee
Branding frame
02
Philosophy and identity management
The Erikson model of identity management
Psychologist E. H. Erikson explains identity by dividing it into two.
The first identity consists in the recognition that one’s philosophy and actions are in agreement. This is called ego identity.
The other consists in the recognition and acceptance by others that one’s philosophy and actions are in agreement. This is called personal identity.
Identity management refers to a form of business management that combines these two. In other words, a situation where employees have a good understanding of and feel pride in the company philosophy, where the organisation operates in accordance with the philosophy, while simultaneously the external world of customers and society recognises and approves this situation, leading to sustained positive business results.
Inspiring a philosophy as the wellspring of individuality
The individuality of an organisation is woven out of its management philosophy. Individuality backed by philosophy will not fade even with the passing of time. It creates an identity which remains solid despite incidental changes in the business environment and in senior management. This philosophy acts as a set of milestones which remain vibrant as a source of inspiration throughout changing times.
The most important thing for branding today is the creation of this kind of inspiring philosophy which can meet with approval from everybody. Without such foundation, however much is invested in corporate branding, any results will remain transitory.
The management philosophy consists of ‘core value’ and ‘core purpose’. Core value is an eternal spirit that is never lost, a principle which transcends the times, the DNA of the organisation. The core purpose is the organisation’s reason for existence, like a star that cannot be touched but which shines brightly, playing the role of encouraging innovation.
From philosophy inventory to permeation
Philosophy is not a thing that can be created. It is something that is discovered. It means continually asking ourselves not ‘What shall we have as our philosophy?’ but ‘What kind of philosophy has enough worth to inspire us and encourage us to devote ourselves to it?’. With the involvement of many employees, an inventory should be taken of the organisation’s latent value, while sorting the value elements into ‘values we have honoured’, ‘values we wish to leave behind’, and ‘new values we wish to add’. After that, appropriate values are created and shared.
In many cases, while these processes are duly carried out, ultimately the development of a philosophy proceeds through the will and declarations of a strong senior management.
In the initial stage of branding, this kind of fundamental reaffirmation and rebuilding of philosophy is required.
Value inventory Sheet
Philosophy rebuilding process
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Branding frame
- 01 What form of branding is needed now?
- 02 Philosophy and identity management
- 03 Repositioning and superiority through compartmentalisation
- 04 Expression and communication to motivate people
- 05 Merchandising of products and services
- 06 Public participation and social marketing
- 07 Business structure and brand architecture
- 08 Inner branding and management
