overview concepts elements strategy benefits
			Identity promotes power. It enhances understanding and removes doubt. It transcends clutter and confusion. In short, identity is where customer loyalty begins. Nowhere is the need for clarity in identity more evident than in the ultra-competitive space small businesses occupy. Concept: The concept behind an identity is best described by using the analogy of a person. A company or a brand’s identity can be thought of as a person because they both have internal as well as external properties, values and characteristics. What’s more a brand, like a person, is perceived by the messages it communicates through, verbal and nonverbal, explicit and implicit means. Elements: The visual elements that form a business’ identity include your primary logo, your company’s name, positioning statement as well as all identity output such as print communications systems, packaging, uniforms and signage, all communicate something about your business. There are also several marketing strategies such as public relations, advertising and philanthropic programs that can have a direct impact on your identity and its qualities. Strategy: Your identity is one of the most comprehensive and valuable elements of a company. It is the driving force behind your business and should be continually managed by your company. Therefore, proper creation and management require a well-defined identity strategy. To effectively plan and implement your identity strategy, the current state of your business must first be analyzed to uncover the needs and issues that are unique to your company and constituents. It is only by gaining this understanding, and comparing it with your vision, that the identity can be revealed. Benefits: Success requires a compelling, yet simple and clear message people will hear, recognize and respect. The benefits your company can gain from communicating this message represent a powerful impact on your bottom line and your customers’ satisfaction. A well implemented identity is able to say more with less because the quality is clearer and more concise. By adding value and satisfaction, identity creates and maintains customer loyalty. When your business creates an identity customers can see, hear, touch, taste and even smell, you are conveying tangible values that can be priced. An authentic and original identity protects your company’s core representation from being duplicated while ensuring originality and differentiation.		Through styles and themes, your identity is what expresses the dynamic intangibles of your business’s internal self to your constituents. Your internal self comprises your company’s vision, mission and goals. Proper management of styles and themes, your business’ internal self can be communicated precisely and clearly to your constituents. Your internal self is manifested in your public face. It is the tangible visual representation of your business’ core competencies. Your public face is the gauge your customers use to determine the nature and quality of your business. What does your public face say about your business’ internal self?
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