Acid Test of Corporate Identity Management

The “Acid Test of Corporate Identity Management” is a new approach to corporate identity management. The framework, developed by Balmer and Soenen, enables organizations to assess and improv their corporate identity strategy.

As per Balmer and Soenen (1999) there are five type of identities present in any organisation.

• Actual identity: The reality of the organisation (the products/services offered).
• Communicated identity: This is what the marketing team of any organisations wants the external public to see (controllable). In contrary, uncontrollable communications are rumours/reviews of what people think and feel towards an organisation.
• Conceived identity: This represents stakeholder perceptions of the organisation.
• Ideal identity: This highlights the ‘best version of the organisation’.
• Desired identity: This conveys what the company wants to be perceived as.

Here’s an example of the ACID model:

Actual identity:

Say a company ABC specializes in the manufacturing and installation of high-quality signage in a country. The variety of signs available in the product portfolio ensures they are able to service all kinds of business. ABC has a very successful team that works collaboratively to fulfil the company mission, “to satisfy our customer”.

Communicated:

The marketing team shares on their website and on social media the positive images that the company intends to convey. They share successful signage stories and showcase customer testimonials to boost engagement and encourage enquiries (controllable marketing). The uncontrollable marketing is depicted through customer feedback/reviews on their services.

Conceived identity:

The company is highly respected by stakeholders in the signage industry. This is because their needs are met, and communications are regularly monitored.

Ideal identity:

The best version of the company is highlighted through their range of products/services, successful projects, and customer testimonials.

Desired identity:

The company promotes itself and works towards becoming the preferred company for customers in all towns/cities in the country.