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Overview

Components Of Identity

Corporate Identity Process

Corporate Brand Platforms

Corporate Brand Matrix

Decision Trees

Naming

Guidelines And Standards Manuals

Implementation Checklist

Useful Links

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Corporate Identity Components

The Spaeth Model


Identity is fact... the effective sum of the facts that can be used, in the minds of various audiences, to distinguish a given entity from all others. To manage identity is to manage these facts.  

In thirty years work with CEOs, we've learned there are just three core aspects of the leadership responsibility we need to focus on:

1. Destination, short for who we are and where we're going (includes vision, positioning, corporate purpose and mission statements)

2. Culture and personality How we must behave to get there

3. Composition
How best to express our defining components, to help get there.

 

Situation factors are other possible facts about the company (real or merely perceived) which can serve in the minds of key audiences as identifying factors. HQ location for example (Kansas City-based Hallmark...). Sometimes they're even stronger than the name and logo; examples are Transamerica's tower (architecture), and Bill Gates (management). These “situation factors” including products, brands, and subsidiaries must be understood in analysis and planning; like all other identity tools they can be reshaped, changed, ‘spun’ and leveraged.  

Third, there are the verbal and visual Identity System elements we more directly manipulate... names, theme lines, logos, signature systems, association models and other verbal or visual tools.  

The presence of a leader is signaled by an identity system visibly managed to express the institution's defining destination, culture and composition.
 

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