Organizational identity is the “central, distinct, and enduring dimensions of an organization”(Cheney, Christensen, Zorn & Ganesh, 2004). But in order for us to truly understand the definition of “organizational identity” we must look at each term on its own so that we can first determine the original meaning and intended use of each word.
According
to die.net (3 Feb. 2005)
an organization as a group of people who work together. An
organization is a very intricate yet simple entity. Meg Whitman once said,
“A business leader has to keep their organization focused on the mission. That
sounds easy, but it can be tremendously challenging in today's competitive and
ever-changing business environment. A leader also has to motivate potential
partners to join” (thinkexist.com,
3 Feb. 2005).
An identity is something unique. Something’s identity is what sets it apart from every other thing. “Unlike a drop of water which loses its identity when it joins the ocean, man does not lose his being in the society in which he lives. Man's life is independent. He is born not for the development of the society alone, but for the development of his self” (B.R. Ambedkar, Indian Politician and founder of the Indian Constitution, thinkexist.com, 3 Feb. 2005).
“ First
organizations are not really unique in and of themselves. We have to remember
that the notion refers to differences between or among organizations” (Cheney,
et al., 2004). Organizational and individual identity is very similar. In
individual identity people are always striving to be unique and to be
themselves, the same thing that organizations are trying to do. However, in this
constant pursuit people and organizations become just like everyone else. Take
for example, on a resume` someone will try to set themselves apart by saying
“good 
communication
skills”. Everyone can say they have good communication skills. Then you take an
organization that says it’s “interactive” or “participatory”, every company says
this (Cheney et al., 2004).
Organizational identity and image “at the organizational level refers to insiders' answers to self-reflective questions about what is central to their organization's existence, such as "Who are we as an organization?" or "Who do we want to be as an organization?" Although past work has provided insight into why organizational identities change (and need to change) over time, it has not provided adequate insight into how organizational identity change can occur. Additionally, most research on organizational identity change has examined this phenomenon in the context of mergers, acquisitions, and diversifications or the creation of a new division within the organization's boundaries, all of which involve additive changes in which conflict, tension, and power struggles are typical and expected” (Corley & Gioia, 2004). An unknown author once said, “You can always tell that an organization is on the skids when it changes its name, and pays a lot of money for consultants to invent some ghastly new corporate identity” (thinkexist.com, 3 Feb. 2005).
As a function, “identity is what identity does”. Organizations use their identities to every extent. “Many organizations use their identities and images to gain attention in the marketplace of symbols. In advertising for example, companies provide identities and in doing so give individuals many possible resources for personal identity” (Cheney et al., 2004).
In conclusion, organizational identities and images are very interesting. If consumers took a step back and realized what organization were doing with the use of identity and image, people would probably not buy as much in an attempt to gain their own identity and image. Wow! What a vicious cycle.
Works Cited
Cheney, G., Christensen, L., Zorn, Jr., T., & Ganesh, S. (2004). Organizational Communication
In an Age of Globalization: Issues, Reflections, and Practices. Long Grove, IL: Waveland
Press.
Corley, K., & Gioia, D. (2004). Identity Ambiguity and Change in the Wake of a Corporate
Spin-off. Administrative Science Quarterly, 49, 173-208.
http://dict.die.net/organization/