Would you give your money to a bank you have never heard of or read about in the paper? Which seems not to be able to spell your name right? Where you have to deal with a different contact person almost every week? Probably not. Because this bank deprives you of something which is indispensable when it comes to interpersonal relations: an identity. An identity which still continues to exist tomorrow. Without a clear identity of the bank to which you entrust your money you will never be able to build a relationship with it. But having a relationship is a prerequisite for trust and confidence – if that is not the case, one cold speak of a confidence crisis. At its core, though, it really is an identity crisis the bank is facing.

For human beings, having an identity is vitally important. It makes them unique and special, and it gives them the gestalt which differentiates them from others. It comes into existence from an inner identity, remaining concealed for others until it manifests itself on the exterior. But only a part of what represents the inner identity is visible. Depending on the things one is showing on the exterior, the form, the gestalt of the identity can change – but the characteristics of the inner identity remain the same.

The concept of identity can also be applied to teams and organizations. They develop further over the years while at the same time intensifying certain singularities as a part of their identity that are set in stone. These form a typical pattern which can be identified by others. 

In order to be perceived as authentic by customers/clients and employees, an identity has to be experienced as consistently harmonious. This applies for its fundament as well as for its exterior manifestation. An unambiguous identity is easily recognized and offers orientation for clients and employees. Combined with the trust and confidence which is created by this identity, companies can and will become tangible players on the market.

Discrepancies, though, make it more difficult for people to get a picture of an organization, thus leading to uncertainty. Clients lose their confidence while organizations lose an important basis for decision-making when it comes to their own advancement.