Can thinking strategically about identity translate into bottom line results? Our experience is that it can. The benefits of identity projects—such as greater employee satisfaction, increased clarity of purpose and a stronger culture—have been shown to correlate with improved corporate performance. Some authors have suggested that these cultural aspects can account for a difference of 20% to 30% in corporate performance.
Identity and the Bottom Line
Corporations consider identity projects for a number of reasons:
• They want to increase awareness
• They want to enhance perceptions of their company
• They want to eliminate malaise and have higher-performing teams
• They want to position themselves in a way that’s more compelling for the times they’re living in
But what’s the real reason underpinning all these efforts? Simple. Companies want to increase sales. They want to increase profits, shareholder value and market capitalization. Our clients understand that by working on identity they are actually addressing their bottom line.
So how should you look at the potential ROI of identity work?
How Identity Increases Value
The long-term ROI of communications efforts are hard to quantify. But by clarifying what the company is and what people can expect from it, identity strategy has the potential to engage and motivate employees as well as capture the attention of customers, shareholders and funders.
For example, we might have a client with $10 billion in sales who is currently suffering from numerous symptoms of identity problems: The company isn’t well understood, people aren’t attracted to it, employees aren’t happy and leaders are spending so much time putting out fires they’re not able to set a course for the future.
We go in and fix that. Now everything’s firing on all cylinders and there’s a new excitement about the company, its products and services and its people. This new energy and shared purpose takes the management burden from executives, freeing them to lead. Employees require less management, because the company’s purpose is clearer and what’s required of them is better understood. From a change like that you might expect anywhere from a 1% to 10% increase in sales. But even a one-tenth percentage point increase in sales will be a return of $10 million in added revenues every year.
I believe there’s nowhere else that you can get return like that. Legendary investor Warren Buffett buys companies with strong identities for a reason: They represent a future stream of revenue he can count on. Identity is an investment that pays multiple dividends.