Welcome back, my friends. In the previous video, we've used the helicopter view, we have zoomed out and learn about identity in general, as a concept, we've learned that there are three elements of identity, name, visual and non visual elements. We've learned the four functions of identity, to identify, to attract, and then to convince or short term decision, and then to build relationship, which is a longer term function. And now, we're gonna look deeper and see identity from an organizational perspective. The elements are the same. There is name there's visual and there's non visual, but let's just learn and try to associate what are the examples of naming And non visual elements of an identity from an organizational perspective.

Yeah. So, clearly, well, every organization has a name. I'm not going to talk too much about this. But let's go in the second element, the visual element of an identity in an organization perspective, some examples, logo, when you see a logo of a particular organization, then it can help you to identify which organization is that if you take a look, so many different logos, as you can see in the screen right now, it can help you to identify just by looking at the logo, you can identify, oh, this is this organization. That logo is that organization. And, besides logo, besides logo, what else there's also like Say the office meaning the layout of the office.

If you take a look at this picture, just by seeing this picture, you can already identify this is which companies are which organizations office just by looking at the just by looking at the picture or the layout of the office. And then another elements of visual elements of an organization identity can be, let's say uniforms, anything that can be used visually to identify a particular organization. So anything visual, and like what I have explained in the previous video, the first two elements name and visual, it can play the role Have an identity only the first three which is to identify and then to attract and then to convince. But, if you want to build a long term relationship meaning from an organization perspective, it means that you want your customer to keep using your product to to to purchase again and again and even to become a loyal advocate of your brand of your company of your organization.

Another visual can be the packaging. Well, this is also visual, maybe in a company or an organization with the selling the same time of same type of products, but one brand has a better packaging more attractive, right? More interesting packaging, and then it might get another person another customer To buy this product instead of the other product that has that has less attractive packaging. So, again, but just buying is just a short term decision, if the quality is not good, then that customer or that person will not have a long term relationship with that product. So, when it comes to building relationship, a long term relationship with a particular product, the same thing as we talked about identity when it when we talk about identity from an individual perspective, what is it that would make you want to have a long term relationship with someone a long term relationship, the character, the personality of that person, if he or she used as good looking, maybe it's in the short term, but not in the long term.

Maybe after you talk to that person and then you found out that this person is arrogant or whatever then That's it. But in the long term, as a friend as anything, it's the non visual that plays a very significant role, the non visual element of an identity. And the same thing with your organization. If you want your customer to have a long term relationship with your product with your brand with your organization, then we need to make sure we also have a very strong non visual element of your organization's identity. I'm not saying let's be clear, I am not saying the first two are not important. If you're visual, let's say it's not interesting enough, it's not attractive enough, then forget long term relationship don't even have a short term relationship.

So of course, these are these two name and visuals are also very important. It gets people to at least open the door to at least try. But if you want to have a long term relationship, then you need to make sure you have a great quality of non visual elements as well. Which leads us to the next question. So what are the non visual elements of an organization identity? Let's take a look again, from an individual perspective.

We talk about character. But there's another thing, the intention of that person, what is his or her intention? Does he or she has a good intention or not? So, from an organization perspective, the intention is we're talking about what is the vision and the mission This is something non visual the organization of vision and mission, I'm not going to get into a debate about which one is vision which one is mission. That's not what this course is about. I'm going to focus further on the other element of non visual part of an identity.

And that is the culture, a culture and organizational culture, it should be derived from the organization, vision and our mission. However, our main focus is going to be here. How do you make sure that you have a great culture because at the end of the day you might have you might have the same product because nowadays, it's easy to copy a particular product, especially when it's goods, right. But it's very, very difficult to copies another company's culture another organ organization's culture because you cannot see it. Because culture is basically talking about organizational behavior, but a sustainable one and in the longer term. So later on after this video, we're going to focus further, we're going to Super zoom after we talk about identity.

We'll talk about organizational identity. After this, we're really going to zoom even further talking about this element of the non visual identity of an organization. So I'll see you in the next video. And we're going to dig deeper into organizational culture, which plays a very crucial role in ensuring that you can build a long term relationship with your customer. I'll see in the next video.