How to create an Identity Package for your Small Business
If you’re like many small business owners, you might be wondering just what an identity package is, and if you already know what it is, you might be wondering why your small business needs one. After all, you’re just a small business, not one of those big corporations. What’s in it for you?
Just as the name implies, a corporate identity package identifies your company to potential clients, suppliers, and the general public. It includes your business name, logo, your tagline or company slogan, and associated printed material (business card, letterhead, envelopes, and forms). Like any other business you need to attract customers in order to keep your doors open. An identity package can help you do that.
Your identity package should look professional, and professional does not mean complex. What makes a big corporation look professional? One key is simplicity. Generally, a large corporation has a simple symbol or even just a graphic representation of their name as a logo. Take the Coca-Cola logo for example, or Toyota, or Apple. They’re all very simple.
When you look at a big corporation’s identity package, you see quality. They use only high quality printing services and paper, if financially feasible, you should do the same.
The logotype in an identity package must be consistent. Big businesses use exactly the same color and background for their logo every single time. They use consistent fonts and consistent spacing. Their letterhead, envelopes, and business cards all match. And if you ordered something from them, the invoice and the statement you’d get would match perfectly as well. It’s the small details that are an integral representation of your small business’ image.
Here’s another reason to take a little time to look at the identity packages of a big corporation you admire: you can model after them (not copy) to create an identity for your own small business. What they do works and they do big business. So if you want to do big business too, why reinvent the wheel? You probably don’t have the luxury of spending the kind of money that a big corporation does on its identity. Some big corporations spend millions on their corporate identity. So how do you get a professional look at a small business price?
The least expensive way is to do it yourself, but that requires some design skills that you may not possess. Here’s one idea: you can sometimes find student graphic designers who will design your logo in exchange for allowing them to put it in their portfolio. Even if they do charge you a fee, it will be a lot less than what a professional graphic designer would charge.
So, why should you have a small business identity package? What’s in it for you? If you do it right, and create an identity package that looks professional and is consistent you’re going to look just like the big guys even if you’re the smallest business in town. And if you look like the big guys, you just might have a chance to play with the big guys.
Need help developing your corporate identity? Pamela Finnesand, The Business Maximizer can assist you! Schedule your complimentary Business Breakthrough Strategy Session today.
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