Creating a Business Identity

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Creating a new business identity can be complex when the company has only been established. An effective brand identity is crucial from the beginning, to help lay the foundation and branding guidelines moving forward. With an established identity, partners, investors, suppliers, and customers can more easily understand the business and what its offerings are.

The perfect business identity can be a long process and we recommend consulting professional companies such as Hi Signs | The FATH Group for assistance. A creative team with branding gurus, marketing professionals, and researchers is recommended with a good understanding of your organization and what is stands for. We recommend starting with Competitor Research.

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Competitor Research

Before jumping in and trying to think of a business name or select colors for your branding, it’s important to conduct competitor research. You’ll need to know where you stand in comparison to these companies and determine that there is room for your business in the industry. Select a couple companies and do a SWOT analysis (a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning.). This will help you identify opportunities and highlight differences between both companies.

Choose a Great Name

This step can often be the most difficult part of the practice. You want your name to convey an affective, accurate message. Make sure the name has some meaning to you, brainstorm some ideas with multiple people, and narrow down the options to two or three names. Once you’ve decided on a name, research to ensure it does not infringe on other companies or organizations.

NOTE: With websites being of EXTREME importance for your business, you’ll also want to check your chosen names with a domain registrar to ensure a good domain name can be used for your identity.

Hi Signs for example, owns

Mission Statement

When writing a mission statement, you’ll want to define the organization purpose and which goals to focus on. A written declaration of an organization's core purpose and focus that normally remains unchanged over time. Clearly describe your business purpose and show off its personality. Again, it’s recommended to contact a creative agency with help for these.

Microsoft (at its founding): A computer on every desk and in every home.
Sony: To be a company that inspires and fulfils your curiosity.
BBC: To enrich people’s lives with programmes and services that inform, educate and entertain.
Forbes: To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision makers.

Business Branding

Throughout this entire process you should be compiling ideas together for your logo and overall branding identity. Your SIGNS, websites, printed materials, business cards, flyers, etc all need to be taken into consideration. Every aspect such as typography, graphics, and menus should work together in order for the logo and mission statement/ tagline to compliment each other. Branding is also a long process but with the right team it can be a fun, fulfilling process seeing everything come together.


Hi Signs | The FATH Group creative team would be excited to join your branding initiatives from the design and art process all the way to the sign creation and installation on your building.  We also offer Wayfinding services.

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