Identity theft a problem? Identity NEGLECT is worse.

Identity theft is a hot topic, at least on a personal level. In business, though, the serious issue is identity neglect!

Many businesses don't pay attention to identity issues. Too bad, because maintaining a consistent identity is a low-cost way to maximize impact.

Consistency and professionalism are the keys -- helping even the smallest businesses over time.  Consistency means repetition. That's what solidifies ideas in our brains. Professionalism is about looking and sounding good based on what your audience expects.

Here's a basic identity checklist:

BUSINESS NAME - Is it distinctive? Memorable? Descriptive of what you do?

LOGO -  Have you had your logo produced professionally? Have you identified logo color(s)? Do you use all of this consistently?

TAG LINE - Do you need one? Do you have one? Does it clearly describe your company's promise? Is it customer benefit oriented? Do you use it consistently?

PRODUCT NAMES - Do you have them? Do they follow a pattern? Do they make sense with your company name?

If these questions leave you puzzled or if you're thinking about changing your name, logo or tag line, consult a marketing communications professional with experience in company identity issues. Investment up front is worth it.