BR-ND Insider

Identity & the BR-ND Insider

What is the BR-ND Insider?

The identity of the organization guides the collective energy

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.

Organizational identity for who?

For Management Team Brand Management Human Resource Team Why?

Knowing who you are as a collective gives you selfconfidence 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 Organizational Identity?

If you have the time go 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 work context

individual

identity of the organization organization

brand

4 Building blocks to organizational identity The BR-ND Insider grasps the cognitive and emotional dynamics at individual, work context, organization & brand level.

20.000 Employees have already experienced the BR-ND Insider

11 industries 32 companies 20.000 employees

We ask We learn

We ask

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

Individual dimension

We learn

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

individual

identity of the organization

We ask We learn

We ask

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

Work dimension

work context

We learn

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

identity of the organization

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

We ask

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

We learn

The mood of the organization

We ask We learn

We ask

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

Organization dimension

We learn

The free associations employees have about the organization.

identity of the organization organization

We ask We learn

We ask

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

Brand dimension

We learn

Inspiration for the future brand.

identity of the organization

brand

Results are at general and cluster levels Deeper 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?

The human drives what people find important in their lives and the phenomenon of brand appeal.

Learn more and make your own profile at www.23plusone.info

Confidentiality secured by thirdparty international independent research agency Metrixlab Academic backbone

The 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.

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

Process and activities approx. 9 weeks

BR-ND Insider demo links

BR-ND Insider demo (non-branded) nl – jij | http://websurvey2.opinionbar.com/go.asp?s=p09test_in_nlj nl – u | http://websurvey2.opinionbar.com/go.asp?s=p09test_in_u en | 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 The brand appeal company Julianalaan 15 | 1213 AP Hilversum | The Netherlands T +31 (0)35 625 10 10 | www.br-nd.com | twitter.com/br_nd