Samenvatting

Digital Dreams is a young, ambitious game design and development company with drive and a lot of technical knowledge in it's field. The lack in communication skills has led to a situation where there was no consistency or strategic intent in the communication. In order to bring the company from an infancy stage to a stable business, it was important to provide them with a framework for an authentic, effective and consistent corporate identity. Through a carefully conceptualised model that combines widely accepted and peer-reviewed theories by Birkigt, Stadler and Funck, Van Riel and Fombrun, Cornelissen, Urde and Henderson and Cote with the actual situation it was possible to research the company's personality and it's current identity, which has not been strategically designed. An analysis of the stakeholders was represented in a power-interest matrix to show their relative importance to the company. To measure their corporate image, interviews were held at the Festival of Games 2011 with individuals who got into contact with the representatives of the company. They were asked about their interests, their perception of Digital Dreams' values, their impression of Digital Dreams' corporate identity mix and lastly they were asked to rate the importance and presence of the values discovered in Digital Dreams' personality. By combining these results in cobweb analyses it was possible to find out the differences between their desired identity, the perceived identity and their corporate image. The results from this research were used together with the theory to give Digital Dreams a branding advice, which is an operationalization of the translation of their personality into the other three elements of the corporate identity mix. This was done by selecting the most important values from their personality as core values, which will become the common starting point in all of their communication. These values, creativity, innovation and high quality, were used in combination with their goals and objectives, core business and competencies to develop a corporate vision and subsequent mission.