Business Storytelling from A to Z: Identity Prism

This video is a part of the digital guidelines "Business Storytelling from A to Z" produced by the project MyStory - along the Northern Lights Route. The Identity prism is a six-secztion tool in helping to create brand of the tourism company. The tool consists of three self-concept contents that the tourism company defines: 1. Personality 2. Physical Features 3. Culture of Action. After defining the self-concepts, the tourism company reflects them to the three desirable customer images: 1. Customer relationship 2. Customer's image of service 3. Customer's self-concept. The process in defining the contents explains the tourism company's self-concept and its relation to the customer insight of the company.