How do you create the right identity for your business?

Essential Steps in Creating the Right Identity for Your Business

A business identity does a lot more than simply inform customers about what your company does. A good identity should encapsulate your whole brand and direction, sum up your business values and philosophies in an instant and truly inspire people to want to do business with you. Much more than simply a fancy logo and flashy graphics, the perfect business identity is instead an amalgam of every single area of company activity, from mail shots and email campaigns to the design and overall aesthetic feel of a website.

Initial Vision

Creating the right identity for your business is not something that can done overnight. It takes careful planning and much deliberation on your part. After all, you cannot even begin to create an identity without first identifying exactly where you want to go in the first place. A number of questions need to be asked before an overall identity can begin to form. What are your exact aims for the business? What is your overall goal? What is your preferred target market? What are the unique selling points (USP) of your company, and how will you use them to best advantage? In today’s incredibly competitive and fast-paced market, a business that has no clear direction from the outset will unfortunately be doomed to failure.

By taking the time at the beginning to lay out a clearly defined blueprint for the future, not only will your business stand a much better chance of surviving, but a clear business identity will begin to assemble, forming an initial template from which a fully formed brand and identity can eventually emerge. As you move forward, it is essential that you stay true to your original vision and values for your business. Stray too far away and not only will the business identity become confused and unclear, but the whole brand integrity may be lost in the process.

Name and Brand Identity

Consistency across all aspects of your business is key to successful brand creation. The brand-building process begins with one of the most basic requirements: choosing a company name. From the initial brainstorming sessions, you will have decided what image you would like to project for your company. Matching that image with the right name can sometimes be tricky but is essential in purveying the right identity for the business. After all, first impressions count, and a company name is always the first thing a potential customer will see.

Taking a look at other existing businesses in your sector and target market is a good way of getting a feel for the right name for your own company. A good company name should tell customers exactly what they can expect from a business, from average prices to quality of service. For example, companies which have comedic names are more normally associated with the budget end of the market and purvey an image of openness and friendliness. Conversely, when people see a grandiose business name, they expect to pay more for superior quality and a high-end service. It is all in the name.

Logo and Design

As with all aspects of building the perfect business identity, consistency is vital when it comes to deciding on a company logo. The image purveyed by the logo needs to match the overall vision. Versatility is also extremely important. A good logo should look equally as good on a business card as it does on a giant billboard. It should also let people know at a glance just who you are and what you are all about.

Bringing in a professional design team is often the best option for creating the very best logo for your business. Brand agencies know what makes people tick and what appeals to the average consumer. They have the expertise to apply that knowledge in the most advantageous way for your business. Although you may decide to bring in professional help, you will still need to create an initial design in the first place, or at least write a detailed brief of exactly what you want to achieve from your new logo. This way, both you and the designers are working towards the same goal.


Most brand agencies today will offer digital media services too, including the design of a company website. With USPs, a name and a logo now in place, the website needs to follow suit in adopting the same overall consistency in terms of brand awareness. This is true for not only the aesthetic appeal of the site, but also the style and tone of the content. For example, if your business identity is that of a friendly, fun-loving company, it is no good having a website that contains too much text that has been written in a formal style. Relevant keywords placed throughout the site are also vital in promoting your brand and should be chosen carefully. Good keyword placement will not only help your business achieve a higher ranking in the search engine pages ? it will also contribute towards getting the right message across to your target market. If your company has a presence on social media such as Facebook and Twitter, then the language used should match that of your website.

Creating the right business identity is just as important ? if not more so ? than always ensuring good customer service. After all, if your brand is either inconsistent or targeting the wrong market, your company will struggle to gain customers in the first place.

Click here for more information on Branding and Business Identity Creation