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From The Core™

IF YOU WANT TO PREDICT THE FUTURE, CREATE IT.

Start with your strengths to build a healthy ecosystem.

Organizations unleash their greatest potential when working together as a whole system toward an envisioned future. To grow and thrive, these complex systems require everyone to be united, moving together to deliver something valuable to the people they serve. 

More than just a plan, organizations need to build teams that are connected at their core to the values, purpose, and mission of the organization and that are energized by working toward a shared vision of the future. 

This is easier said than done.

Through our From the Core™ process, idgroup works with you to help your organization grow, thrive and prosper. How? We start with a stakeholder engagement process designed to unite your team around a shared vision of the future while working to create a defensible strategic advantage in the marketplace. 

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WHAT IS FROM THE CORE™?
FROM THE CORE PROCESS™
FROM THE CORE™ FAQ
FROM THE CORE™ FOUNDATIONAL THEORIES

What is From the Core™ ?

Like any healthy ecosystem, each part plays a unique role—but all must function as a whole in order for the system to thrive. Branding from the Core identifies gaps among the components of the brand ecosystem while building on the existing strengths of your organization.

ORGANIZATION-BRAND ECOSYSTEM

A systems view of organization reputation

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The more closely aligned your ecosystem, the healthier your organization and the more positive the growth curve. Conversely, less aligned organizations struggle and often display dysfunctional characteristics.

CLARITY IS KING

This is how we define the core components of the Organization-Brand Ecosystem

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Identity

How organization members answer the question: Who are we?
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Image

Observable behaviors and attitudes that reflect the organization's values. 
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Culture

Observable behaviors and attitudes that reflect the organization's values. 
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Aspirational Reputation

What we want to be known for.
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Vision

Desired future we are striving to create.
WHAT IS FROM THE CORE™?
FROM THE CORE PROCESS™
FROM THE CORE™ FAQ
FROM THE CORE™ FOUNDATIONAL THEORIES

From the Core™ Process

The From the Core™ Approach integrates the Five D’s of Appreciative Inquiry (Discover, Dream, Design, Deploy and Destiny) into idgroup's proprietary dialogue-based organization and brand development process (Shaping the Story, Sharing and Living the Story).

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What happens at each stage of this process? 
This is how we define the core components of the Organization-Brand Ecosystem
Research
Includes contextual research, leadership and stakeholder dialogues, and surveys needed to produce your organization’s Identity Map, Narrative and strategic priorities.
Strategy
Contingent upon what is contracted, at this stage research is translated into either an Integral Strategic Plan or Branding from the Core® (BFC) Plan.

• Integral Strategic Plans integrate the organization's Identity Map with overarching Areas of Strategic Focus to support alignment of performance and perception. Goals address structure, systems and processes to support culture, operations, product and service development and delivery and communications to support image development.

• BFC Plans focus on developing communications that influence attitudes, behaviors and perceptions of internal and external audiences consistent with the Identity Narrative.
Activation
Strategy is translated into action plans which convert the goals of each area of strategic focus into measurable actions to be executed by your employees throughout your organization. Communication assets and budgets are also developed at this stage. Once approved, action plans are executed.
Evolution
The accountability framework for keeping your organization on track to execute the plan.

• Accountability: Are we doing what we said we will? 
• Celebration: Did we hit our milestones? 
• Adjustment: Change what’s not working. 
• Innovation: The ongoing search for ideas to support our goals.
WHAT IS FROM THE CORE™?
FROM THE CORE PROCESS™
FROM THE CORE™ FAQ
FROM THE CORE™ FOUNDATIONAL THEORIES

From The CoreTM FAQ

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What is From the CoreTM?
Created by idgroup founder, Dr. Mona Amodeo, From the CoreTM builds on the theories of Identity Dynamics and Appreciative Inquiry to provide a proven, research-based answer for leaders who wish to unleash the potential of their organization by forging stronger alignment between the organization’s intentions, communications and actions. 

From the CoreTM is a systems-based management approach that includes both a framework and a stakeholder engagement process. This approach produces identity-based narratives and strategic plans that address the interactions between the organization’s identity, image, and culture. Over time, alignment of this system produces a trusted, relevant, and respected reputation–an organization's most valuable asset and ultimate strategic advantage.
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What is identity-based strategy?
Identity-based strategy is a roadmap for unleashing the positive potential of the organization by aligning the components of the organization-brand ecosystem to produce healthy organizations and relevant, trusted and respected reputations that reflect the organization’s intentions and aspirations. At this stage, research and strategy are translated into either a Branding from the Core® (BFC) Plan or and an Integral Strategic Plan.
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What does From the CoreTM produce?
Integral Strategic Plan or BFC Plan, Identity Map and Narrative, SOAR, and Brand Development Communications Guide.
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What is the difference between an Integral Strategic Plan and BFC Plan?
Both impact an organization's reputation.The difference between the BFC Plan and Integral Strategic Plan is the Strategic Perspectives. A BFC Plan addresses two areas of strategic perspective: internal communications which impact culture and external communications which image. The Integral Strategic Plan includes these perspectives while broadening into larger organizational perspectives that focus on systems, processes and infrastructure.
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What is an Identity Map?
An Identity Map reflects how an organization sees itself. These storylines are uncovered and defined during the research process and are used to develop the identity Narrative.
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What is an Identity Narrative?
Since the days when cavemen strung together pictograms and tribes shared stories around the campfire, humans in every corner of the world have used the art of storytelling to perpetuate their culture by engaging and connecting people. Stories serve the same purpose in organizations. The From the Core process taps into the power of storytelling to develop the Identity Map translated into the organization’s Identity Narrative–a co-created story about “who we are.”
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What is a Brand Development Communications Guide?
The guide translates the Identity Map and Narrative into brand communications strategies to support the organization's goals. The guide also provides visual, verbal and experiential communication messaging for both internal and external audiences.
What is SOAR?
Questions posed in the SOAR model are answered during the research stage of the From the Core process. These answers give insight into the Strengths, Opportunities, Aspirations and desired Results.This offers a strength-based alternative to the SWOT (Strengths, Weakness, Opportunities and Threats) model. SOAR information is used to define strategic priorities, which in turn, inform identity-based strategic areas of focus.
Who is From the CoreTM right for?
Most From the CoreTM clients are growing organizations or organizations going through change. They have a need to refocus, reset and create a strategy for the next level of growth and prosperity.

Examples of specific situations:
The organization has new leadership
The organization is planning or has recently undergone a merger or acquisition
There is a need for greater market share
There is a need for increased marketplace awareness
There is a need for better positioning or repositioning
There is a need for greater employee engagement or retention
The organization's image is old and tired - in need of a makeover
The organization has reached the mature stage of its lifecycle, and it needs renewed energy and relevance to elevate its reputation and set it up for the future
Does From the CoreTM work for startups?
Absolutely. It’s crucial to understand and define the core of who your organization is, right from the start.
How much is the From the CoreTM investment?
Because every organization is unique in both its needs and its capabilities, every From the CoreTM engagement is completely customized. From the CoreTM is not a marketing expense, but rather a long-term strategic investment in the organization’s most important asset: its reputation. Reach out to us for a customized proposal that’s right for you.
How long does the From the CoreTM process take?
Depending on your organization’s unique needs, the length of the engagement may vary. However, a typical From the CoreTM process takes about seven to nine months from start to finish.
WHAT IS FROM THE CORE™?
FROM THE CORE PROCESS™
FROM THE CORE™ FAQ
FROM THE CORE™ FOUNDATIONAL THEORIES

From the Core™ Foundational Theories

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What Is A Systems Theory Of Management?

Systems-based management theory is commonly seen as the foundation of organizational development. This theory views the organization as an open system made up of interrelated and interdependent parts. These parts interact as subsystems to impact the organization’s performance. The systems approach implies that decisions and actions in one organizational area will affect other areas. 

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What Is Identity Dynamics Theory?

This management theory is rooted in systems theory. Identity Dynamics positions the interaction of identity, image and culture as key factors in creating stability and change in organizations. 

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What Is Appreciative Inquiry?

Appreciative Inquiry is commonly called an “asset-based” or “strengths-based” approach to systems change because it emphasizes positive idea generation over negative problem identification (the latter is often framed as a “deficit-based” approach). The model utilizes questions and dialogue to help participants from communities, organizations or teams, uncover existing assets, strengths, advantages, or opportunities and then collectively work toward developing and implementing strategies for improvement.

See how Escambia County Public Schools built upon their strengths and closed gaps in their ecosystem to make a difference in education of the next generation.
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Interested in working with us or learning more about our scope of offerings? Lets Talk.