Rethinking “Brand”: The Power of “Entity Identity”
Words wield incredible influence. They shape perceptions, guide actions, and reflect values. We’re replacing the term “brand” with the term "entity identity."
Amidst the saturated landscape of "branding," our choice of “entity identity” signifies our dedication to depth, authenticity, and a more holistic business perspective. Departing from the aesthetics-centred notions associated with traditional branding, it represents a deeper, more substantial approach to understanding business essence.
Authentic Expression Beyond Perception
When we refer to entity identity, we transcend the superficial aspects often linked with "brand." It's not just about how a business aims to be seen; it's about authentic expression. Beyond logos and taglines, your entity identity encapsulates the core values, authentic purpose, and sincere connection with the community it serves.
Community-Centric Essence
Where traditional branding focuses on a business's outward projection, entity identity places the community at the forefront. Shifting from a self-centred approach to one that prioritises community connections, entity identity acknowledges the interwoven relationship between your business and the communities it engages with, acknowledging the interconnectedness and reliance on these communities and the environment.
Challenging Existing Mindsets
Choosing "entity identity" is a conscious move to challenge the prevailing norms. It's a deliberate step to shift away from the dominant capitalist, patriarchal, and consumerist ideologies, inviting businesses to embrace inclusivity, ethics, and sustainability. This choice is a call for a more conscious approach, urging businesses to break free from traditional moulds.
Ethical Integration in Society & the Environment
While traditional branding often appears as a separate entity, "entity identity" emphasises deep integration. It represents a commitment to ethical practices seamlessly woven into the fabric of society and the environment. It's an acknowledgment that your business isn't just an entity but a responsible participant in a broader ecosystem.
Brand VS Entity Identity
| Features | Branding in general | Tatak's Entity Identity |
|---|---|---|
| Focus | Emphasises logos, colours, and visual brand identity. | Focuses on deeper narrative development, beyond aesthetics. |
| Community Connection | Might lack focus on community involvement. | Prioritises community integration and resonance. |
| Marketing Strategies | Often sales-centric, focusing on promotional strategies. | Storytelling-based, ethical marketing strategies. |
| Ethical Responsibility | May or may not have a robust ethical foundation. | Strong ethical commitment, aligning with community values. |
| Environmental Consideration | Limited to no focus on environmental sustainability. | Guidance on sustainable, community-conscious practices. |
| Outcome | Branding-centric approach. | Community-centric, ethical business identity development. |
Embracing "entity identity" marks a pivotal shift in perceiving and engaging with businesses. It's an invitation to view entities not merely as standalone brands but as living, impactful entities that shape the world. This linguistic choice extends an invitation—to businesses, communities, and individuals—to reimagine the role of enterprises in our collective journey towards a more genuine, authentic, and purposeful future.
