I lector at several different Catholic parishes around town (since, as one priest put it, I’m a Roamin’ Catholic). One parish provides an annual guide to the primary Bible readings included at mass. It contains background information, pronunciation guides, and verbal cues for reading the Bible passage to the congregation.
My reading assignment for Holy Thursday mass was a passage from Exodus. In it, God gives Moses and Aaron instructions for how the Passover meal is to be prepared and consumed. The background information discussed how central the Passover is to the identity of the Israelites and their relationship with God. It highlighted the three ways Passover is ingrained in the community’s identity through:
- Creed – God’s identity is frequently described in relation to freeing the Israelites from Egypt
- Story – Communications that point to and reinforce God’s role with the Israelites
- Ritual – Prescribed celebrations (i.e., the Passover) that the entire community participates in together
These categories resonated with me as we work with clients on brand identity and culture change engagements. The structure conveniently organizes ideas. More importantly, it is valuable for generating new ideas to solidify and reinforce an organizational identity.
Let’s slightly adapt the categories for use in business and professional settings as a means to solidify organizational identity. Consider using:
- Beliefs – Fundamental principles organization members believe and that shape their identity and relationship to the organization.
- Stories – Messages that convey the organization’s past, present, and future among its employees and other audiences.
- Ritual – The actions and behaviors organization members display to signal their belief and commitment to the organization's purpose.
Put simply, how are you cultivating and reinforcing what your organization believes, says, and does to strengthen your organizational identity? – Mike Brown