Establish your business' identity

Your business's identity is essentially how you present yourself to customers and clients.  It's the vision you have for your business, its essence. It's also the beginning of your business's brand. And it shows itself through everything from your attitude to your logo. This guide looks at:

  1. Building an identity
  2. Choosing a name
  3. Creating your logo and design

1) Building an identity

It's essential that your identity is focused on and true to your original vision and USPs for your business.  Refer to these constantly to check that you're not straying from your vision and losing the integrity of your brand.  Keep your identity consistent for all aspects of the business.  Innocent, the all-natural smoothie company, have carried their fun, natural identity through to vans covered in grass or decorated like cows - and a banana phone for consumers to call in on.

  • Stay true to your vision and USPs
  • Keep your identity consistent

2) Choosing a name

The right name will embody and suggest your business's identity.  You can instantly guess at the quality and price of a hair salon from their name, for example - compare Charles Worthington with Hairway to Heaven or Nice Kutz.  Look at similar businesses in your sector and price range to get a feel of what tone to take.  Punning names are usually downmarket.  Names referring to your business's location might build regional affinity, but could limit you if you want to expand to new areas.  Look into suitable domains for your business name, as you'll almost certainly get a website at some point.  Brainstorming and market research will help loads.  Avoid sensitive words like 'Royal' and 'Institute'.

  • A good name will embody your businesses identity
  • Mind things like puns and regional references, which can appeal to different audiences
  • Brainstorm and do market research
  • Avoid sensitive words

3) Creating your logo and design

A good logo works on a postage stamp and a billboard.  It looks great online and offline.  It's memorable and has broad appeal - it suits as many of your customers' tastes as possible, not just your own.  Designers work best with very detailed design briefs.  See several options before deciding.  If you're low on cash, try www.logosauce.com for cost-friendly access to new designers who compete to create your logo.

  • Think of all the different places and sizes your logo needs to work on and in
  • Aim for broad appeal
  • If you use a designer, give them a detailed brief

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