A business identity is the overall image of the business in the mind of the public, which includes customers, investors and employees. It is the responsibility of the marketing department to maintain and build this identity in order to help fulfill their business objectives. The use of branding is critical. Here are a few tips for building an identity:

Choosing a name:

Effective and memorable business names are important. It will impact on how your business is viewed by customers. Some people might just have your business name and nothing else as a basis to go by. 

* Make the name easy to remember and understand. You want it to be easy to be repeated and passed on, therefore a shorter name is preferable. Unusual names need to be balanced as they may be harder to repeat but can also make the most memorable names too.

* Choose a name that has room for growth and expansion. Give yourself room to grow your business while still being able to communicate its main objective. Make sure it can outlast any fads or short-term trends.

* As two businesses relatively close to each other cannot have the same name, make sure your name is unique and come up with a few alternate ones incase your first preference is taken. 

* Ask for advice from friends, family, potential customers regarding the name. Repeat it enough to make sure you are comfortable with it and that it makes sense. 

The logo:

Along with a good sounding business name, a logo is just as important and effective. Some businesses are even known by just their logo e.g. McDonald's, Nike. Many first time businesses make the mistake of not having a logo or having a corny or unprofessional one. Don't fall into this trap and impress your customers right from the start with a snappy and effective visual logo.

SavvySME has been working on branding itself effectively and becoming known as a B2B service provider. Have a look at these several B2B infographics that help establish a B2B's business identity and explain the industry and trends of a B2B.