INCORPORATE YOUR BUSINESS
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Creating Your Corporate Identity – Creating
Your Brand 
The term corporate identity refers to how the public will identify your
company. Your corporate identity
involves your company name, your logo and identifying marks and the image
you would like your consumers to picture in their heads when they think
of your company or products.The first step in creating your corporate
identity is to choose a name. Names
can represent:
- Organizational
Entities
- Parent
company (legal) name
- Joint
venture and subsidiary (legal) names
- Division
and department names
- Products
and Services
- Brand
names
Your name should speak directly to the product's target customers.
It should motivate consumers to buy the product or service. It should
be memorable and stick in consumer’s minds.
It should be distinctive enough that you can prevent its unauthorized
use.It is recommended that you begin the naming process with fact-finding.
First, define your market and product or service. What are the features
and advantages that set your commodity apart, and what is the most interesting
aspect of it from the customer's point of view?
Where will you be selling it?If you plan to market your company or
product or service in a foreign country, you need to be careful how
the name translates into other languages. Remember, some languages do not
use the same slang as we American’s use and don’t even have the names we
use for some products.Your LogoOnce you've selected a name, the
next and very crucial consideration is how you will present it to the
world -- your logo. A logo is the graphic representation of your company's
or product's identity and is typically composed of three elements:
Name, Graphic, Typeface.Logos
can represent organization and products/services. Although "logo"
has become a catchword for all manner of visuals, it is worthwhile to distinguish
the types of logos that are used.A logo can be an icon or a
symbol; for example, McDonald's arches or the check mark for Nike. It is
very often accompanied by the company or product name in a signature typeface,
also known as the logotype. In other instances, the logotype alone
serves as a company’s identity; professional service providers such
as physicians and attorneys often use only a logotype. You want your
customers to recognize your company when the see and hear your name.
Choosing Corporate Colors
The next step in choosing your identity is choosing a color scheme.
Colors are usually chosen because of their emotional impact and/or relevance
to the specific products or services being offered.For instance,
red, white and blue, it symbolizes "all-American".
Green usually symbolizes food or the outdoors.
Colors help distinguish if you want to cater to men or women, adults
or children. Color evokes emotional response (sunset),
has functional value (traffic light), and is difficult to control (different
reproduction and viewing environments). A
consistent typographic style
is necessary for stationery and signage and your web page. Be
careful in choosing colors. If
you chose odd colors they are hard to reproduce. If
you choose a lot of different colors, your business cards and stationery
may be expensive. You
can also try to use shades of one color to give the appearance of having
many colors. The cost
would be substantially less. Be Consistent When
creating your corporate identity it is imperative that you have consistency.
Consistency starts with your stationery system, which typically includes
letterhead, envelopes, labels, business cards and your web site. These pieces
are sent out into the world constantly, and therefore constitute an excellent
vehicle to reinforce your name and market presence.As you grow your
business, you will apply your corporate identity to newsletters, brochures,catalogs
and all other printed materials. Building
and vehicle signage,uniforms and packaging should also be consistent
with the same logos, colors and type.
Everything you do must accurately and effectively represent the image
you want to project. Once you
have developed that image you will need to protect it from being used by
other companies.Here are some links that will help you create your
own logos, print your stationery package and protect your name and logos.You
can create your own logo using type at
http://www.webgfx.ch/start.htmOr you can find a designer to make
a custom logo by emailing a Business Advisor with your request at
advisor@4smallbusiness.comYou can order your printing on line at
http://www.4smallbusiness.com/build/products.cfm
Click on the Business and Stationery linkAnd you can protect your logo
by visiting http://www.clickandinc.com/cgi-bin/affiliates/clickthru.cgi?id=cbass
Remember
to use these links to get your cash rebates. |
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