Identity & the BR-NDInsider

What isthe BR-NDInsider?

The BR-ND Insider is an online tool engaging all employees while measuring the identity of your organization. It gives vital and collective input for your brand strategy. By revealing the current identity & aspirations as perceived by employees.

The identity of the organization guides the collective energy

Organi-zational identityfor who?

ForManagement TeamBrand ManagementHuman Resource Team

Why?Knowing who you are as a collective gives youselfconfidence

Fact-based foundation for strategy development & management

Solid brand (re)positioning in mergers & acquisitions

True engagement (employees who live the brand)

How to get to Organiza-tional Identity?

If you have the timego for a walk & talk to everyone!Otherwise, we really recommend our tool, the BR-ND Insider!

We developed it because we needed something to help us help our clients. It has been of invaluable support for repositioning & internal engagement projects, mergers & acquisitions. From what we know, there is no other identity scanner like this one.(please let us know if you know any).

Build up of the BR-ND Insider

4 Building blocks to organizational identity

The BR-ND Insider grasps the cognitive and emotional dynamics at individual, work context, organization & brand level.

work context

individual organization

brand

identityof the

organization

20.000 Employees have already experienced the BR-ND Insider

11 industries 32 companies20.000 employees

We askWe learnIndividual dimension

We askEach employee rates how important each 23plusone personal drive is to him/her.

We learnWhat is most important in employees’ lives (TOP 5)What is least important in employees’ lives (BOTTOM 5)

individualidentityof the

organization

We askWe learnWork dimension

We askEach employee rates 15 statements which cover all dimensions of the work context in an organization.

We learnA pragmatic assessment of the work context as it is and as it ‘should’ be.

work context

identityof the

organization

Mood is the product of energy and tensionAccording to psychologist Robert Thayer (1989)

We askFollowing the metaphor of music, each employee indicates the level of energy and tension (the mood) in the organization.

We learnThe mood of the organization

We askWe learnOrganization dimension

We askEmployees to write down the first things that come to their mind when they think of the organization.

We learnThe free associations employees have about the organization.

organizationidentityof the

organization

We askWe learnBrand dimension

We askEmployees to think of inspiring brands for the organization (aided & unaided).

We learnInspiration for the future brand.

brand

identityof the

organization

To compareperceptions of the organization with perception of the outside world, use the BR-ND Outsider.

The human drives what people find important in their livesand the phenomenon of brand appeal. Learn more and make your own profile at www.23plusone.info

Results are at general and cluster levelsDeeper analysis at cluster level spots:Does the top management identify with the strategy and support it whole-heartedly? Do different locations show significant differences in mood?Do different departments envision the same future for the organization? Is the work context significantly different across locations?

Confidentiality secured by third-party international independent research agency Metrixlab

Academic backboneThe BR-ND Insider has an academic backbone based on the work of leading edge authors and thinkers. Embedded is the 23plusone research on human drives and brand appeal.

Process and activitiesapprox. 9 weeks

BR-ND Insider demo (non-branded)nl – jij | http://websurvey2.opinionbar.com/go.asp?s=p09test_in_nljnl – u | http://websurvey2.opinionbar.com/go.asp?s=p09test_in_uen | http://websurvey2.opinionbar.com/go.asp?s=p09test_in_en

BR-ND Insider Story http://issuu.com/br-nd/docs/br-nd_insider_identity This document briefly shows why identity is important for organizations, and the thinking behind the BR-ND Insider.

BR-ND Insider tour http://issuu.com/br-nd/docs/br-nd_insider_tour_en This is a tour to the scope of the survey, to what we ask and what we learn.

BR-ND Insider demo links

BR-ND The brand appeal companyJulianalaan 15 | 1213 AP Hilversum | The NetherlandsT +31 (0)35 625 10 10 | www.br-nd.com | twitter.com/br_nd