The business identity is a comprehensive portrayal of the company s image or persona, which involves its customer, employees, partners, and stakeholders, that is presented to the public. It includes different components that make the company be perceived and recognized differently, either internally or through the media and the public.

Business identity includes elements such as 

Branding  This comprises the company name, logo, color scheme, typography, and other visual aspect that are used to distinguish the business from the competitors and at the same time make it a lasting impression of the business.

Mission and Values  The mission statement expresses the purpose and the goals of the company in the simplest way, while the core values refer to the principles and the beliefs in the way the company can achieve the stated objectives and make the right decisions.

Culture and Personality  This involves the culture of the organization, which includes the work environment, the employee relations, and the communication style. It also encompasses the company s personality, which may be formal, casual, innovative, traditional, or other traits.

Products and Services  The identity of the company is determined by the type and quality of the product or service that the organization offers. These include the quality of the product, price, innovation, and customer service.

Reputation  The reputation of a company is one of the building blocks of the company s image through its activities, interactions, and performance. Positive remarks, testimonials, and good word of mouth can distinguish a company whereas incorrect evaluations are of course ones that can be blamed for the company reputation.

The main reason for business identity is the company s differentiation, which in turn allows it to build credibility and trust with customers, attract and retain employees as well as gain a market stronghold. Consequently, it is the first step in branding and marketing strategies. How a firm talks to its target customers and the image it projects is what brand identity is all about.

So in short, business identity refers to all the elements that are used to create a company s image and interaction with its stakeholders in the market. Therefore, it is crucial for the company to be distinctive in the marketplace.