3E Define Project Identity

Purpose: A project identity is a symbolic characterization of all information connected with the change. It serves to create associations and expectations around the change and the proposed outcomes that will be delivered. Change Management Identities are used to create a shared experience that will enable stakeholders to stay focused on the change idea, values and promise. Change Management Identities are used to: � Introduce the change and create excitement & energy to leave the current state � Provide stakeholders with behavioral expectations to achieve the desired state � Develop a sense of pride for those involved in the change � Accelerate levels of commitment and get stakeholders focused on outcomes � Harness the emotional energy around the change Directions: For the best results and buy-in, involve key stakeholders (sponsors, change agents, project team members, etc.) to develop the Change Management Identity. The Change Management Identity should be established using clear language and not only be worth reading, but most importantly be worth acting upon. It should inspire employees to come together and make the change a reality. Helpful Hints: � If applicable, engage the Corporate Communications Team to ensure messaging is consistent and the identity is represented appropriately throughout. � Make the sessions fun. � Select innovative and creative people to participate in building the change identity.