What: Identity: Philosophy

When it comes to developing the elements that are typically thought of as representing a company, logo, advertising, product design, etc. the establishment of an identity that is solid, identifiable, and able to be communicated is the first and most important step.

Creation of this bedrock work is of vital importance to the future direction your small business will take with regards to how it communicates and how it is perceived.

As an example, let's take one facet of a company's desire to establish an identity for themselves, namely the logo:

FoxDot follows a belief that the natural progression of things is as follows:

Identity -> Brand -> Logo - > Promotion

Unfortunately many companies, especially small companies, begin in the middle or at worst the end of this continuum and design a logo, color scheme, etc. based on purely on "feel" without regards for the future.

How will the logo translate back toward your corporate identity if you enter a new line of business or expand to offer new types of products or services?
How will the design of your logo age?
Are you relying on visual cues or conventions that are popular today based only on visual affinity, or do they represent a core element of your corporate identity?
How will your logo build your brand equity? What does your logo communicate about your company, product, market, employees, future, past, goals, values, etc?

Chances are that if the logo was developed without a rigorous attempt to define your corporate identity, the answers to these questions are blank.