3. Be flexible
It has already been discussed: your identity is not a fixed fact. Be flexible with your corporate identity and the resources you have at your disposal to establish your identity. Know who your target group is, what their needs are and make use of them. This way you can establish an online identity that matches the ambitions of your organization and that matches your target group.
Children's website
The Jeroen Bosch Hospital is doing well when it comes to online identity. This hospital has the ambition to become the most patient-oriented and patient-safe hospital in the Netherlands. Although the mobile version of the corporate website still leaves something to be desired, the special website for children is a good example of the flexible use of identity. The images, texts and functionalities are fully adapted to the age of the child using the site. And yet the hospital is very recognizable.
4. Be human
Online you can't look each other in the eye. And systems are increasingly taking over people's work. Online, the human aspect is therefore very important. People can share their hong kong mailing database complaints about your organization with the whole world via social media. These are human emotions, how do you deal with them?
Do you want to be customer-oriented? Then listen to the complaint and respond humanly. Posting a standard response with a reference to customer service – including a paid phone number and office hours – is not human, but very businesslike and distant.
You can also show humanity on your website. If you look at the site of the CJG Rijnmond , you can read in the vision and see in the beautiful animation that the target group is paramount for this organization. And that they want to be close and listen to you well. But if you visit the site, you will initially see a lot of information about the organization. 'Accountability and retrospectives' and 'Working at' are paramount.
The personal approach is via the button and the block 'Your CJG'. If you are not yet registered, you may not feel so addressed by this. In short: they want to be close to you, but do not yet show this very well on the site. The visitor is not yet sufficiently central.