A business identity is how an enterprise or organization communicates itself to the public, particularly its target market. It is a company’s visual statement comprised of a combination of color schemes, designs, words, and taglines used to communicate organization’s business philosophy.
A strong business identity helps an organization set itself apart from its competitors and maintain a personality that the public can easily associate the brand with.
But a business identity is not the same as a business’ image. The image of a company can be positive, negative or neutral at any point in time, but an identity is strong or weak and more or less permanent unless changed deliberately.
There are at least six basic elements make up a business identity:
- Unique and memorable business name
- Vision and mission statement
- Relatable tagline and positioning statements
- Recognizable and unique logo and slogan
- Consistent theme in letterheads, business cards, ads and marketing materials
To ensure your chosen elements speak to your target market, first figure out who your target market is and how you want to position yourself to serve them.
When you’ve decided on the elements of your business identity, it’s time to show them off. Use your identity on:
- Business cards. You should have a large stash of these ready to hand out at every opportunity.
- Business stationery and brochures. Not every business needs brochures, but every business should have branded letterhead and envelopes. It adds a professional touch to your correspondence.
- A website. No matter what business you’re in these days, a branded website is a must. It’s an inexpensive way to market your business. At a glance of the landing page, your potential customer should be able to see your logo (or your face if you’re a sole proprietor), tagline, business name, address, phone number, and email address.
- A business email address. Having your business name in your email address not only makes your business look more legitimate, it also helps to keep your company name in front of your customers.
Once you have all the elements in place, you need to put your tools and materials to use and share your business with the world. Be sure to monitor how well they work, as that’s how you build and maintain your brand and reputation. Your business is a living and breathing thing. It requires care and nurturing to ensure it succeeds.
To make all these gains sustainable you need a reputable partner like Buklam Venture to guide you all the way.