Company identity can be characterized by how you and your product is recognized and branded. So to in explaining company image, it is how customers, employees, associates, the standards and basically the community perceive your identity.  

• Is Your Company Identity the same as Your Company Image?

Let’s take Intel, for example, is known for computer processors. Most consumers are familiar with the Intel Logo. The production of world's first  microprocessor  is one aspect of their corporate identity. But how is this company perceived? What image does it project? Opinions may vary, but generally, Intel is considered a pioneer--a company that several years ago set out to change the world with computers, and did.

• What Specific Characteristics Comprise My Business Identity?

 There is much uniqueness that creates your business identity: your product or service, logo, and advertisements are the most evident aspect that informs your potential customers who you are. But there are many additional elements that contribute to your image including your office location, the paper you use for correspondence, and even how you speak over the phone. Your identity is affected by everything you do that your customers and potential customers might become aware of.  Which leads us to another question.

• Why is My Business Identity So Important?

 We want to think, if my product or service is good, I don’t need to do anything else. Don’t get me wrong quality product and service is essential to a quality image. But today the realism is that your image sells. No matter what business you are in, you need to communicate that you are reliable and trustworthy. When you go on an interview you dress appropriately as to make a good image. Selecting the proper promotional product is also important. 

Fist you need to determine your business identity. Ask yourself this question: What do I want my customers to say and think about my product and company? Answering this question will help you determine what kind of identity you want to establish. When determining your identity, you must also evaluate and consider other important fact, Type of business and product, target market and your competitors.

 Richard D. Adams is much more than just your average tax accountant. Before he started his own practice, Richard worked at the corporate level for over six years with Fortune 500 companies within the Los Angeles area. These businesses included McDonnel-Douglas, Equity Funding, Union Oil, Warner Bros, and Star Kist Tuna. Richard Taught "How to Start a Small Business & Succeed" for over 10 years.   

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