Every company, small or large, has an image or identity in the minds of its customers. One of the things that separates successful businesses from unsuccessful ones is the actions they take to control your identity. The identity of a company is what influences the perceptions of customers when they are thinking of hiring a company to provide a service. If the company has a negative image, obviously customers will not want to call!

There are dozens of important factors that contribute to corporate identity. However, these can be divided into two main fields: promotion and branding, and products and services.

For most new customers, the only information they have about a company is the way the company presents itself through branding and the media. Large companies control their image through elaborate advertising campaigns designed to instill confidence and security. However, small businesses have just as many opportunities to brand themselves, albeit scaled down in proportion to their target market.

Business cards are a key part of the strategy of some small businesses. A properly designed business card says a lot about your company before you even get a call; After all, wouldn’t you rather deal with someone who obviously takes pride in what they do?

Even for small businesses, the media can be an effective tool to promote a business. Your yellow pages ad is the obvious choice, and this may be more than just your contact details. Other options are local radio stations or community newsletters.

Regardless of which strategy you use, be sure to do your research thoroughly and then move on. Your brand may evolve over time, but make sure you always present a consistent image that reflects the identity that your customers will respect.