A visual tool for identity communication strategy

Purpose Being able to communicate a clear identity to different stakeholders is crucial for SMEs and startups in today’s world, which is characterised by accelerated innovation, growing competition and increasingly connected consumers. However, this can be a complex task for small organisations. The purpose of this paper is to propose a visual tool that supports entrepreneurs in SMEs and startups to collaboratively develop their identity communication strategy. Design/methodology/approach The paper follows a design science research approach. The authors propose the design of a tool as well as some preliminary qualitative evaluations. The authors conducted three iterations between design and evaluation, where the results of the evaluations are implemented in the design. Findings The authors demonstrate how to design strategic tools for allowing teams to co-design their identity communication strategy and present the tool. The authors also evaluate its use and find out through the preliminary evaluations that it could be easy to use and useful for practitioners. Originality/value The originality of this paper lays in the novelty of the tool and its development. Such a tool addressing identity communication strategy has not been developed with a scientific approach until now.