The modern identity: It’s the inside that matters in the long run

Many companies have settled with the thought that ‘identity’ is all about the logo, colors and elements presented through different media, but that’s not the whole truth anymore.

In a modern world where every human on earth is only one keystroke away, companies have gotten a larger arena to play in to clarify their identity. But this “arena” has also opened up for a significant part of the company’s character to become visible to consumers.

It’s no longer just about the appearance on the outside, but now also what is said and done in the market, which constitutes the inside.

This can easily be explained with examples from the real world:

The first time you met your boy-/girlfriend, you most likely first saw the person’s appearance. When you then get in contact with the person, you will find out quickly from the person’s name, interests and values. This is the first impression you get of the person, the outside.

But it is only after long conversations and joint activities that you find out whether you want to share a larger part of your lives together, just because you understand that it’s what’s inside that counts in the long run.

The outside has a short-term effect as the first impression, while the inside has long-term effect that establishes confidence for both parties.

This is also the case between consumers and businesses in the modern world.

The outside vs The inside

The outside — company name, graphic elements, interests and values — remains a first impression for the consumer, and is only a small part of what makes up the company’s identity. But if the company wants intimacy and a long term relationship with the consumer, there must be a greater focus on what is said and those activities carried out in the market.

Identity is the first variable of our equation: identity x digital x market strategy = sustainable long-term growth.

Let’s talk about the possibilities of creating a digital identity for your company: post@day4.no.