Importance Of Business Identity

Importance Of Business Identity

Hi and welcome to our blog regarding the Importance Of Business Identity! We have observed this being a point of contention in many businesses as they often must change, evolve and adapt to keep pace with what the customer or client wants and buys or to economic needs. A business may change as the key demographic needs change and suddenly your business needs to adapt into being something else and be marketed differently. The key point here is that during this process the business identity can flux, change or lose focus and it is then hard to describe what your business does, sells, makes or operates. I can honestly say one of the hardest things for a business owner or manager is to accept that your business isn't evolving into the business you wanted and to accept the changes that must come for it to survive.

If you search for business identity it is often spoken of in terms of your logo and marketing however it is so much more. Your business identity and the identity of departments is both a communication of function to clients as much as it is to your employees. Imagine if you will, a business who sells a service and the business then decides to evolve its service offering which it then communicates to its clients but not its employees who deliver this service. As you can imagine that an employee who responds with surprise, uncertainty or cannot adequately describe to a client how a service works can affect your businesses ability to sell that service and hence revenue. In a similar way, imagine changing the logo, look and feel of your business on your website but still using old business cards, are new clients going to be confused or feel confident that you are who you say you are?

I have worked for businesses that have often changed, expanded, contracted and restructured including rebranding with differing levels of success and consistency. The key to changing and evolving is to ensure that you see it for what it is...change management. The key factors to changing your business identity being effective is clarity, focus and communication for all affected stakeholders. It is important that when going through a change that you establish effective metrics and communication channels to address issues that arise whether they be foreseen or unforeseen. A change like this that is not carried out effectively and generates too much discord with employees can see you suddenly having to recruit for new employees unexpectedly. Keep in mind that just because a labour market might have few jobs available doesn't mean that employees will tolerate a business not executing change well and loss of employees can make this change much more difficult than you intended especially when also restructuring. It should also be mentioned that clients notice when employees leave or the business quality of service drops which can also have an impact on reputation, revenue and can have a long term impact.

So how do you keep your clients and employees in the loop during these changes and make this a successful transition? Well communication is number one, don't hide a change if it has to happen then make it known what you are changing and why keeping in mind that change is good. Make sure that if you are in an image transition such as new logo or look that you communicate to clients that this will occur in the near future and make this visible on your website too. If your services or goods must change then it is best to flag this early on for employees or warn clients if you can who will be affected so they aren't caught off guard, maybe you ave a similar or different service / good offering that is comparable? Just remember that not warning people can lead to a greater negative reaction than if you advise people ahead of time...saying that warning of unspecified redundancies six (6) months out will likely not lead to a better outcome for your business. If you haven't been exposed to the change management process already I strongly suggest you start doing some research on it to see what it's all about.

As you can see Business Identity is important and can have a direct and lasting impact on your marketing, business performance and quality of work for employees and clients. ActsIntuitively is a business that can help you refocus and establish effective methods to ensure you maintain an appropriate Business Identity. If you are interested in finding out more about what we can do for you then please feel free to visit our main website or contact us. Thank you for your time, for reading our blog post and it would be great if you feel the need to share or like our articles via one of our social media platforms with the @ActsIntuitively tag as applies.

Brent Webster
Technical Services Manager

Bunbury, Western Australia

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Outbound Links:

  1. Black Box Design - How A Brand Identity Adds Value In Business

  2. Harvard Business Review - The 3 Elements Of A Strong Corporate Identity