Does your business have an identity? If so, is that identity a positive one? Organizational identity is strong when people within the organization have a common understanding of who they are, what they create and for whom they create it. At Disney, organizational identity is comprised of four components, each answering a specific question:
• Vision: What do we aspire to be?
• Mission: What do we do?
• Customer: For whom do we exist?
• Essence: What do we want our customers to feel?
Once you’ve established organizational identity, the organization can provide guidance and direction, avoid wasting resources and keep everyone focused on their common goal.
How do you answer these questions? If you are unable to answer them, how do you believe your customer would answer them?