Be Consistent
We can't talk enough about consistency when it comes to your organization. Be consistent. Period. Make sure your identity is consistent with your brand. If you're the rustic, deep woods camp, you probably don't want a regal logo or letterhead on fancy linen paper. But if you're a high-class jeweler, then those fancy identity choices might make sense.

It's also important that you're consistent in your presentation. Your customers should be able to grab a piece of paper from your office--whether it's a business card, flyer, invoice, whatever--and instantly associate it with your organization. The logo should always be treated the same. If you use a tagline on your envelopes and letterhead, it should always be in the same font, the same relative size, and the same relative position. Always write your phone number the same way, whether you do it with parentheses around the area code, periods between the area code and exchange, or however you do it.

Not only will a consistent identity reinforce your brand, but it also says a lot about your organization. You don't wear wrinkled pants that clash with your shirt, so don't send out a shoddy invoice or a confusing flyer. Simply looking professional often makes you professional.

Be Different
The real difficulty with identity is being unique. It's easy to look just like everyone else, and even if you come up with a good idea, identity theft is common and someone will steal that good idea. The best way to battle identity conformity and theft is to be daringly different and devoted to your brand.

If your identity truly reinforces your brand, it'll be hard to steal. A framing shop might have business cards in the shape of a frame, with the center punched out. It's incredibly memorable, and Pedro's Plumbing is going to have a hard time copying the idea because it doesn't fit Pedro's brand.

Being different will also help you stand out from the crowd. Just remember that different doesn't have to be obnoxious. You definitely don't want to make things difficult, and sometimes being different means going the traditional route. Two-sided business cards are popular right now, so be different and make a one-sided card. Tie it in with your brand by purposely leaving the back of your business card blank so customers can take notes--something that might be helpful for a custom framing shop or a local hardware store.

Stop and Stare
Your identity isn't just another required expense, a cost of doing business. It's an opportunity. It's a chance to reinforce your brand, to pique curiosity, to make the folks at the post office stop and stare at your envelope. If your identity is lacking, we can help give it some personality. Contact us for details on putting together an identity package.