Identifying Your Identity
If you have spent any time watching one of the dozens of crime scene investigation shows on TV, you have witnessed some forensic expert snag a fraction of a fingerprint from a crime scene and bring it back to the lab. Once in the lab, he scans the print into their system. In a matter of seconds (since it's TV and we don't have very long to wait), the computer analyzes the print and matches it to a suspect. Not only can he see who this print belongs to, he can also view the suspect's mug shot, address, criminal record, known accomplices, and so forth. This fingerprint was able to help the forensic team identify the identity of the person at the scene of the crime.

Although complex computer hardware and software is what is used to process fingerprints, the reality is that they are just part of our unique design that we are born with. It's really just as simple as that. But, how do we apply that same identification design to our business? Unfortunately, we can't just add hundreds of ridges to our business card and leave it places so potential customers can find it and link it to who we are and what we do. Developing a corporate identity is a little more involved than that.

A corporate identity is more than just a "fancy" logo and a color palette. It's the "persona" of the company - the part that customers relate to. Take Gatorade for example. Just the mere mention of the name or the sight of their orange "G" with the lightning bolt automatically makes you think "refreshing, sports drink." This is Gatorade's persona - it's who they are.

The "fancy" logo and color scheme does play a part in all of this, though. The logo and colors are the first identifiers that need to be established. When done consistently, these are the elements that become embedded into the minds of your customers - past, present, and future.

Consistency is the most important aspect to keep in mind when developing and maintaining your identity. Once you have your logo designed and your colors in place, you need to implement those elements into every piece of your marketing arsenal - website, brochures, letterhead, business cards, etc. If you begin to waiver from the look and feel that you have already established, you could easily cause confusion. And, it's never good to confuse current and potential customers.

So, have you identified your identity? If not, give me a call and I'll help your business develop a personality all it's own. I can even whip up one of those "fancy" logos and color palette for you.

KDA News...

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