In addition, the campaign images and photos that you publish have a huge impact on how you come across. Nowadays, many organizations therefore choose to highlight the human element. Proud employees are increasingly shifting from 'behind the scenes' to 'in the spotlight'. For example, look at the example below from Coolblue, where a photo of the delivery staff is used on social media. This ensures that the organization comes across as much more personal and recognizable. Even the images that employees express on their personal social media channels influence the symbolism of your organization. You can therefore also use these cleverly as a means of communication.
CoolBlue Employees social media
2. Behavior
In simple terms, behavior is all the actions an organization takes. From the way you respond to customer questions to how you communicate via social media. And from your commitment to charities to your approach when a customer files a complaint. Because many organizations still behave in a politically correct and 'good' way - both online and offline - this is an instrument with which you can really distinguish yourself. But, only if this fits your identity and core values of course.
Although Birkigt and Stadler indicated years ago that the instrument 'behavior' is of great importance, this has been increasingly noticed by various organizations lately. Think of the striking reactions on social media from companies such as Coolblue, NS and bol.com. These organizations are increasingly exploring which behavior does and does not fit their identity.
Recently, the NS's daring remark caused quite a switzerland whatsapp number stir among Harry Styles fans. When a fan asked the NS a question via Twitter about extra trains for the Harry Styles concert, she could expect a witty answer. There were no plans to deploy extra trains, but the NS did indicate that they hoped there would be enough room in the luggage racks for rotten tomatoes. And of course, the fans did not appreciate that remark. It just goes to show: the actions of an organization are ultimately what the target group will judge it on. Or, in this case, even judge it on.
NS conspicuous behavior on social media
3. Communication
Of course, the instrument 'communication' should not be missing in the identity model. This component can be divided into visual and verbal communication. The explanation of visual communication overlaps somewhat with the component symbolism. An important factor that is often mentioned as a marketing trend. But do not underestimate verbal communication either.