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Creating a behavioral organization identity
 In
the experience economy, preferred businesses are differentiated
by the experiences they create for the stakeholders. In this
context a brand is re-defined as the sum of the good and the
not-so- good experiences stakeholders have - directly or indirectly
- with products, services, communications and people. Brand
is no more what we say. It is more what we do. It is the core
behavioral identity of an organization.
Behavioral Branding is a seamless brand development program
that combines co-creation / discovery of a 'living' brand
with a powerful experiential learning and experience sharing
program. It enables employees and other stakeholders of an
organization to relate to and identify with its organic brand
entity, consciously or unconsciously play a role in shaping
brand experiences, enthusiastically support the objectives
and live the brand, authentically and consistently.
Approach
iProdigy offers customized consulting services based on a
proprietary variant of behavioral branding approach to enable
employees across functions and even customer, partners and
other stakeholders co-create a brand that can be "lived"
authentically and consistently.
Some of the unique aspects of iProdigy's approach towards
creating a "living' brand are:
- Tracing the origin of the brand essence and understanding
the brand character
- Involving stake holders in discovering / co-creating an
authentic brand identity
- Connecting people to the brand through their authentic
identities and values
- Creating compelling brand experiences for respective stake
holders
- Inculcating enthusiasm, commitment and pride amongst stakeholders
and
- Stakeholders creating a brand community / culture through
experience sharing and multilogues
Our approach to creating an organization identity enables:
- Understanding of the systemic identity and inheritance
of values & purpose
- Discovering / co-creating a strategic brand platform by
stakeholders
- Brand values, personality and positioning
- Alignment of stakeholders' identity to the brand, for
brand-centric relationships
- Understanding of stakeholders expectations in terms of
brand experience
- Defining desired brand behavior to create compelling value-adding
experiences in line with expectation of stake holders
- Experiential learning and knowledge for
- Developing brand norms and a shared brand culture
- Enrollment to the brand culture for living the brand
- Implementing checks and measures: authenticity /
consistency
- Correction and sustenance of the brand experiences
- Ongoing knowledge sharing and reinforcement through
metrics
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