Issues of corporate identity are sometimes treated casually in corporates yet this issue is very critical to the well being of organizations .
The writer would like to define corporate identity as a way an organization projects itself to its stakeholders both internally and externally.(Chaka 2023)
Most organizations churches included have a vision statement written somewhere in the reception area .This vision statement is futuristic in nature.In other words it paints the picture that the organization would like to realize in the future.
Usually in the same office you can find a mission statement .
The mission statement then becomes the “how ” part of the vision. In other words it spells out the things you are going to do to achieve the vision.
Some organizations then add their values to the vision and mission statements .
These days the three aspects mentioned above are then branded using the organization’s colours and a logo is placed somewhere in the same place with the vision,mission and values of the organization .
These are the things that help shape the corporate identity of an organization.
It is therefore imperative that every worker deliberately knows the vision ,mission and values of the organization they belong to.This helps in :
1.Cementing relations as people work towards a common goal.
2.When people know the vision of an organization they can get motivated by the future picture ie where the organization is going .
3.The vision and mission statements helps during strategic planning.
4.The vision, mission ,values and the logo remind the people what the organization stands for .
5.If the organization has uniforms for its workers it is even better because these can be branded after the corporate colours of the organization which in turn help in image projection to clients or customers.
6.The vision , mission and values help the workers not to lose focus .They continually need reminding that whatever is being done at work should add value to the organization and help it accomplish it’s goals.
Corporate identity shapes the culture of the organization. Management must be deliberate in terms of helping the workers to know the vision ,mission and values of the organization .Nothing should be left to chance .
The writer Professor Elias Chakabwata is the Executive President of Impact Training Institute.He is a leadership consultant and organizational growth guru .He can be contacted on 0732288687.
