Welcome back, my friends, it's now time to start our journey. And we're going to start with the first layer before we talk about organizational identity. And even before we talk about culture, let's first talk about identity just identity in general, because as you will learn later throughout this course, three, these three elements are very much connected one to another. So let me ask you first, when I say the word identity, what pops up in your mind? What are the things that comes in your mind right now? When I asked this question, with a live audience, I get so many different answers.

Some people say, face, ID card, or fingerprints, passport, name, so many different things. So what comes in your mind when you hear The word identity and why? Those are the things that comes in mind. You will learn later why those are the things that comes in mind as you will learn also about the functions of identity. But first, let's talk about the elements of identity. There are three elements of an identity.

The first part, the first element, is name. Name is one important part of any identity. It doesn't matter whether it's a human being an animal, a plant, an organization, it needs to have a name. The second element is the visual element of an identity. What does it mean visual element, for example, who is Ali for example? Oh, you can describe it by myself.

Name that's already the one element. But if you want to know who is Ali, that's the name, but then who is Ali then you can also explain it by, oh, he is the person who's hired so and so I think I'm five feet five I think, or weight is this amount, or he wears glasses or his skin colors, blah, blah, blah, blah. So that's also another way on how you describe someone by the visual aspect of that person. So that's also an element of an identity. But also, you can also describe someone from the non visual element as well, not the non visual aspect of an identity. For example, Ali, he's a jerk or Ali is nice.

Oh, Ali, he is blah, blah, blah, blah, blah. Right. So there, these are the things Maybe you can call the characters or personalities, those are the things that you cannot see. It's not visual. But you also associate identify that person with some of those personalities or characteristics. So these are the non visual elements of an identity.

So everything, whether it's an organization, or a person, we will talk about their identity. You will know their names and the visual elements and the non visual elements just we're not starting, we're not yet talking about the functions, but just the elements. And now we're talking about we're going to talk about the functions so what what are not is but what are the functions of an identity? if let's say, you wanna, you never met me, and then somebody told you all can you when you go to that Place. Can you also please see Ali and tell him blah blah blah blah blah but you never met me. So you might ask to that person Oh okay.

How does he look like Oh, he will wear a blue jeans with a brown jacket with Metallica t shirt, I love Metallica. And then what else then maybe the person will describe you how I look at everything. So, when you arrive at that place, out of so many people, you will be able to identify me who which one is Ali. So, the first function the first function of an identity is to help you to identify to help you to identify that person. The second function of an identity is it can also play the role to make you more attractive. So in a way, it also function to attract.

For example, at least from the visual aspect, let's say a person, when you see someone who looks good, who dress up really nice, although you might be attracted to him or her, it looks very beautiful. So, in a way it makes you want to know him or her more like who is this person who is he who he looks very beautiful, so handsome, so beautiful. So whatever the visual element can help you to become more attractive to someone else. Yeah. So and that's visual is also part of an identity once again. So the second function, the first one is just to identify to to be able to do differentiate yourself from the others, but also then to attract because you can be different but not attractive, right.

But if we design it well you can be different, but then also attractive. Now, this third function after making it more attractive, it can make you convince other people or we can we can think of this as a short term decision. We can read this so, to convince people to make short term decision to try can also call it this to try trial. And usually when we talk about trial, not always bad One of the words that are being paired often to this word is also error, trial and error, it means it's just to convince you to try if let's say it's a person, you can identify that person. And then according to you that person is attractive. And then it makes you want to it convince you to want to know that person further.

It makes you make a short term decision to try that product. Meaning to, to talk to him to talk to her or when it comes to a product, meaning to try the product to buy or to purchase the product. But it doesn't mean you're going to use that product or be with that product the whole time, or in the long term, but at least just from maybe just from how it looks or how he looks how she looks. It can already convince you to at least to get to know more, not just attracted, but it makes you take action, there's a difference. attractive, it makes you one like it, it gets your attention in a good way. But convince it makes you take action here in the second function, it just makes you consider.

Now, he or she, if it's a person is in your radar, it's in your consideration, but you have not take action yet. But then, if he or she's that attractive to you, then you might take action. It can convince you to take action to get to know more. So there is no action yet in here. But there's an action in here. When when you are convinced, yeah.

And the fourth function of an identity is it can help you create or build relations. And this is more of a long term thing. Because let's say you saw someone, yeah, you can identify that person and you're attracted to that person visually. So, you decided to take action to talk to that person. But then after you talk person is a jerk is so arrogant. So then you decide okay once talking to him or pocket door is enough, right?

But if that person is actually is very kind and very passionate even have the same similarities with you even so you might want to know him or her even further. So you might want to have a long term relationship with that person. So, these are the four functions of identity these are the elements name visual and the non visual and the function is it can further can help you to identify make you more attractive, and then it can make other convince or to at least to take action at least to try and then it can also get you to have others to build relationship meaning more longer term kind of function. As you will learn I will talk about it further later, but just to give you an idea, the first three functions of an identity identify, attract and convince. This can be fulfilled by name and visual.

Just by Oh the name is so different. It can also makes you attracted and the visual is so appealing, attractive to you. So, it makes you attractive convince you to to want to take take action and want to know further. But whether you're going to have a built a longer relationship with that person or with a product that depends on the non visual. So name and visual can only take you this far. In order for you to really have a genuine and build a long term relationship with someone or with a product, you need to have the non visual elements in a good way as well as need to build and implement and make sure you you're not make sure you are nice to other people make sure you are you're kind to other people, make sure you're useful to other people as well.

Same thing with the product as you will learn later. But so just to sum up, we'll talk about identity in general, the three elements is name, visual and non visual, and the four functions one function Do another The next one is have a deeper function even. One is to, to identify, to attract, to convince. This is a short term decision, and then to build relationship, which is a longer term decision. So, after this we're gonna jump in into the second part, the second layer. Let's see, after talking about identity, we're going to talk about organization identity.

So I'll see you in the next video.