Small businesses need to build their business identity. This business identity is only part of branding. Branding is for big companies and it is not necessary for small business. Just to put things in proportions, branding is a process that includes several strategic activities that are part of the marketing strategic planning such as brand DNA and brand language including logo that affect the brand loyalty, long term memory of the client, brand personality and much more. For a small business you need to build your own business identity which is one part of branding. Business identity includes collection of graphic elements that together creates the visual business identity that contains the essence of your business concept.

Business identity contributes to business success. Several benefits of building your business identity can be:

Customers like business that they can identify with its values.
You make it easier to your customers to spread the word about your business.
When you build your business identity, it is much more memorable.
It is easier for customers to identify your products/services from those of your competitors.

Building business identity

Identify the relative advantage and the unique areas of your business.
Your slogan or tag line should reflect the uniqueness of your business.
Your logo, slogan, website address, email address, office address and telephone numbers should be left in every place and in any communication that you perform. It should be in your emails' signature, in business documents, in business letters etc'.
When you create your logo, letters styling and colors, consult with a graphic designer in order to express the message and concept you want to deliver.
Provide souvenirs/gifts/freebies to your customers or people that you interact with, that will be exposed to additional people such as bags, T-shirts, coffee caps, pens?and make sure to include your logo and slogan and your website or any other way to communicate with your business.
Arm your customers and any people that you meet in networking activities with your business' advantages and uniqueness. If they are satisfied customers they will be happy to spread the word about your business.

Building business identity provides your business the ability to be remembered whenever your customers and potential customers require your services/products. Helps you to expose, distribute and repeat a message with just a logo and/or slogan that represent concept.

It is important to remember the first impression importance that has a great impact on us as clients. A nice visual with the right colors will catch the customers' eyes and will help you with the appropriate first impression.

Assaf Katzir is owner and CEO of Katzir Soze Investments Ltd
Additional useful and quality information for managers, start-ups and small businesses is available at http://www.business-starter.com

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