Organizational Identity

Organizational identity is defined as that which is central, distinctive and enduring about an organization – why it exists; its reason for being; the future it is committed to creating. Identity serves as a way of understanding reality and provides shared beliefs that lead to collective responses. Core attributes of identity are the organization’s central purpose and distinctive philosophy (internal perceptions), its standing and position in the marketplace (external perceptions) and in many cases, its culture.

 At Maxcomm, we help clients discover and define their organizational identity by looking at their mission, vision and values, since these key reference points act as the foundation for strategic planning and change, and serve as essential cornerstones to create rich meaning around the organization's past, present and future identity. We guide our clients through the process of creating compelling mission, vision and values statements and taking the next steps to put them into practice. In addition, we utilize some of the following to enrich shared organizational identity and market strength:

• ENVIRONMENTAL SCANS – internal and external perspectives provide a comprehensive understanding of the demands and requirements of the marketplace and clarify the strengths and weaknesses of the internal organization
• SWOT ANALYSIS – an organization’s strengths, weaknesses, opportunities and threats (SWOT) are identified in order to define favorable and unfavorable factors as they relate to achieving strategic objectives
• CULTURE SNAPSHOT – provides a basic understanding of the existing corporate culture and identifies what is important in the organization and the basic norms, both formal and informal, that drive behavior
• CULTURE PROFILE – in-depth analysis of the organization’s culture and underlying belief systems provides a benchmark for the current culture and identifies cultural shifts needed to move the organization toward the desired future state
• STAKEHOLDER ANALYSIS – key stakeholders provide insight and perspective on how the organization is perceived from an “outside-in” perspective, allowing for identification of strategic opportunities as well as critical gaps