Business Brand and Identity

The vision you have for your business and the way you present your business to the
world is your identity. Businesses cannot sustain without a brand name in the market and
industry because thats how they are recognized. In other words, a business is identified
by its brand image. This identity is how your clients and customers see you.
Building a brand identity
Brand identity is the defining characteristic of your business. ! brand is not "ust the logo
of your company or the companys vision and mission. It is way more than these things.
It is comparable to the total personality of your business. Brand identity is the complete
image and persona your company carries, which cannot be built in one day.
If someone tells you the name of a well#known company, you immediately get an image
in your mind. This image you have of the company is what a brand identity is really
about. $or instance, if we talk about the company !pple it reminds us of community
involvement, volunteerism, and other services provided by the company. These values a
company encourages are reflected in everything a company does.
The identity that is true to a companys vision, with a focused employee involvement is
brand identify. But the company should consistently aspire to live up to that image or
vision.
Choosing the right brand name
It is critical to choose a right name for your business so that your brand is not only
distinct but is also associated immediately with its core competency. If the companys
name is not chosen carefully, clients will be confused about the activities or services
provided by the company. %o, you need to choose the right name for your business. If
your business is local and dependent on local clientele, it may be &uite right to give it a
local name as for instance, 'ondon Ta(i %ervice or )ew *ork Tourist %ervice. +owever,
if your business has the scope to serve international clientele, a local name may defeat its
purpose.
)ames that are pun are not advisable unless you are looking for limited audience. ,hile
selecting a name for your business, it is better to take some time during which you can
conduct a research to identify the appropriate name for your company. It is best to avoid
sensitive words in a companys name.
Designing the logo
-esigning a logo is not easy, for it is more than being creative. The person designing the
logo must be familiar with the philosophy of your business to develop the brand or mark.
! logo is "ust a symbol, but it is a symbol that speaks volumes. It should, at the same
time, be able to appeal and make an impact on anyone who sees the logo.
The design of the logo should be memorable and appealing. That way, it could possibly
suit the tastes of a wide range of audience. ,hen working with a designer or designers
who will craft your logo, it is best to give them detailed information about your company.
If you have a number of logo designs to choose from, chances are you will be able to
choose the right log for your company. +owever, in the absence of many choices, it is
&uite possible that you will miss out on the best possible logo for your company. *our
logo is your brand and should be uni&ue to you.
Article by Tracy Lee Thomas
Placing Your Business Puzzle Pieces Together 4U
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