Act down to earth and cherish your roots

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Developing identity based on your roots works for every organization. Whether you are a small business or a multinational, this approach helps create a unique market position that cannot be replicated. Moreover, choices aligned with your identity ensure consistent and reinforcing outcomes. This leads to a stronger corporate image—or in other words, a stronger brand! But when should you use the roots method? Below, we describe seven common situations where this approach proves valuable. 

#1 Refocus on corporate identity

Corporate identity is a frequently discussed topic, but our roots approach breaks away from conventional thinking. We start at the core: the identity of your organization and the guiding concept that flows from it. This connects creativity and productivity, providing direction for everything you do. The result? Cohesion and inspiration at every level—for employees, customers, and clients.  

Through this refocusing, your identity takes root in both the minds and hearts of your team and other stakeholders. 

This can all lead to a smart reorientation, a return to your core identity and thus give the powerhouse of your organisation top priority.

#2 Refining your strategy

Strategy is about finding the best route to success, even in an unpredictable world. When your identity serves as the starting point, it creates clarity and direction. This inspires and motivates while ensuring balance: maximum freedom within the boundaries of your brand.  

This natural focus makes it easier to develop a strategy that makes a real difference for your organization. Strategic thinking, learning, and adjusting become an organic cycle that always aligns with who you are.  

Taking identity as the departure point can this result in a more refined strategy.

#3 Benefits of innovation

Innovation is indispensable, especially in times of change. If your organization relies on past successes and is stuck in routines, it’s time for a fresh perspective. By using your identity as a lens, you can discover new opportunities.  

This encourages co-creation, value enhancement, and creative solutions. Innovation driven by identity makes your organization future-proof. Offers a host of new opportunities and can yield finds that will revitalise your organisation and underline its position.

#4 Gaining control over communication

“Do good and talk about it” remains a strong principle, but managing your image is more challenging than ever. Social media instantly highlights discrepancies between what you say and what you do, while the line between fact and fiction often blurs.  

Authentic, consistent communication—rooted in your identity—is therefore essential. It must align with how employees and customers perceive your organization. Communication based on your identity is reliable, unique, and strengthens your company’s positioning. Even when the going gets tough.

#5 Driving change through collaboration

Change is a constant, whether driven by internal necessity or external pressure. Real impact, however, only arises when change is embraced from within. Here, identity plays a key role: the *what* and *how* can evolve, but the *who* remains the same.  

A shared identity provides a stable foundation for collaboration. This enhances engagement and ensures that goals—whether new or existing—are achieved together.  

#6 Shaping the workplace

The workplace speaks volumes about your organization. During renovation, relocation, or redesign, you can translate your identity into a physical and visual environment. This goes beyond trends—it should reflect the core of your organization.

From furniture to color schemes, everything can contribute to your brand. The result? A space that connects, inspires, and resonates with employees and visitors alike.  

#7 Attracting the right people

Finding the right people is about more than just skills. It’s about chemistry: the balance between talent, personality, and alignment with your organization’s identity.  

A clear sense of your identity helps you attract individuals who can relate to it. Diversity remains crucial: different characters bring new energy and enhance team dynamics. This way, you build a strong team that collectively realizes your ambitions.  

Want to know more
Would you like to discover what focusing on identity can mean for your organization?  
Contact Bart-Jan Horrée via email