Creating a Business Identity

A business identity is the outward expression of a business, including its name, trademark, logo, and marketing. 

Creating a Business Identity is important for several reasons.  It not only represents your brand to your target audience but trademark laws also protect a business’s identity by prohibiting other companies from operating under similar business names or using logos that are likely to be mistaken for an existing trademark.

When creating a Business Identity it is important to make sure that the branding is unique.  To ensure legal trademark compliance, run a web search on company names, logos and trademarks within your given industry and even those that may be related.  Anything with similar names or colors could pose a potential problem for your company in the future so keeping your options open until you have had a chance to prioritize your research is important.  Writing a vision and mission statement for your company can also aid in highlighting the unique aspects of your business that will help you stand apart from competing brands.

Once you have created your unique Business Identity, you are ready to introduce your brand to the world!  You can:


  • Start your website
  • Create a business email address
  • Print business cards and 
  • Start a marketing campaign with your new logo!  


If you still have any questions or concerns about trademark laws, contact an attorney that can guide you through what you need to know.

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