When clients define “identity”, their first response is often “it is what the company looks like; the logo and the colors we use.” Some include the professional service they sell and the manner in which they sell it. Yes, Identity is all of this . . . and more. Much more.
Identity is everything about your business and the company you manage: from your message, to your market, to your logo, to your employees, to your proposals, to your website, to your social connections . . . See what’s happening here? Identity is the all-encompassing sphere that is you and your business. Even your internal policies and procedures take part in reinforcing your identity. If your identity is muddy, it’s likely that more than just your logo is outdated.