IDENTITY AND BRAND BUILDING
One of the most critical but overlooked parts of business success is using your identity. If you want to build a successful business you have to strike the word image from your vocabulary right from the start. Webster's Dictionary defines image as an imitation or representation of a person or thing. On the other hand, identity is defined as, the condition or fact of being the same in all qualities.The Art of Managemnt believces Identity is based on truth and honesty. Image is often false and misleading. It is something you are not. Prospects and customers are very good at knowing the difference between an identity and an image.
Companies that portray their true identity also have integrity and that is always at the top of the list for the reasons why customers buy.Companies will spend hours, days, and even weeks trying to decide what image to portray. They come up with all sorts of things to portray to the public as part of their image with no regard to who they really are and the types of people that make up their organization. Unfortunately, at some point during their marketing campaign, the whole thing usually backfires.
An identity is automatically honest. If you communicate your real identity, people feel a sense of relaxation when they contact you because they see, again on an unconscious level, that you are exactly who you portrayed yourself to be. They know that you did not misrepresent your personality, so they are more likely to believe other things you say. People will feel connected with your business because they trusted you and you did not betray that trust. The Art of Management can help you to not only define a Brand to be proud of but also create an identity to drive that Brand. Processes, values and technology need to be aligned to create and identity rather than an 'image'!
