Creating your identity
Copyright Roger Pierce. Used with permission.
Like naming a new baby, you're going to want to invest considerable thought and time into the process of creating your small business identity.
Your identity combines three elements: The legal name of your company, a logo and a descriptor.
- Your business name should clearly express what you do. Avoid being clever, mysterious or ambiguous when choosing your words. "Smith Consulting" doesn't say much about your enterprise. Play with word combinations until you generate a short list of three name possibilities. Test your list with colleagues and prospective customers.
- Develop your one-line descriptor. Also known as a slogan or tag line, it should convey a benefit or position. For years, BMW used "The Ultimate Driving Experience."
- Add a visual element to your words. Known as your logo, a good graphic should somehow illustrate what you do and be memorable. Hire an experienced graphic designer to produce three design drafts. Again, do your homework by soliciting feedback on those designs from business people or customers before selecting a final version.
Ironically, you may not end up with an identity that you personally like. Go with the one that resonates most with your potential customers.
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- Consider a Payroll Service