Corps de Ballet (23): Module 1: Organizational IDENTITY, Branding & Your Developing Philosophy of IDEA and Cultural Competence.

What you will find in this module of your toolkit

  • Module video
  • Organizational identity Exercise tool
  • Additional perspectives on subject matter
  • Reflection questions

We are using a tool that will be familiar to you. It is a modified version of the Identity Bubble exercise.  Organizational identity is just as complex and mercurial as personal identity. We acknowledge that aspects of our identity expand and contract, recede or amplify depending on the situational, (Michael L. Hecht’s theory of Identity refers to the “relational frame”). Organization’s behave similarly, certain spaces they are leaders, in others a follower. We have seen IDEA being an afterthought (if a thought at all) to being centered.

EXERCISE: The reflection sheet at the bottom of your portal asks you to examine your thoughts about your organization’s identity and how it is communicated by its organizational branding.  I want you to then make an exercise of thinking about how you are actually branding yourself publicly. What is the word on the street about your organization? What are you putting up on your social media on your marketing materials? What does your copy center? Is the language communicating some of some of the work that we’re doing here? We need to start to look at language, what we’re putting out, the way we’re speaking about things, how we’re presenting ourselves, and others.

You can do this on your own, or collaboratively in discussion. It is important for leaders to be engaged with this exercise. They can be involved,  or spearheading those conversations with the leadership team (or not…you know best!).

Our cohort discussion will focus on your findings and how we can alchemize the work that we’re doing in C2EC with your organizational identity and your organizational branding.


Admin Cohort Meeting:

Additional perspectives on organizational Identity and Branding

1 Lecture 4 Organizational Identity. 2 Objectives The organizational behaviourists perspective(s) on identity studies The contribution of Albert and Whetten.

Forbes: Five Components Of A Strong Brand (3mins)

  • Branding Identity
  • Mission
  • Values
  • Messaging
  • Brand Differentiation
  • Brand Experience

Mckinsey & Company: Build your organizational identity (3Mins)

The three elements of a coherent and complete identity—purpose, value, and culture—can help organizations thrive long term.
  • Set an actionable purpose to find your ‘why’
  • Connect your purpose to your value agenda
  • Define behaviors for culture that enable your value agenda

1338 Tryon: Corporate Identity vs. Brand Identity (4mins)


Corporate Brand and Organizational Identity Jean-Noël Kapferer Ph.D Kellogg, Northwestern University, USA (30mins)

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