Identity is a combination of color schemes, designs, words, etc., that a firm, business, or individual employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm, small business, or individual views itself, how it wishes to be viewed by others, and how others recognize and remember it. Your identity is “out there” sensory-experience conveyed by things such as a logo, a name, a slogan, stationery, uniforms, a building, and marketing and advertising schemes. Identity is either strong or weak (not positive, negative, or neutral like an image) and is more or less permanent unless changed deliberately. Read More