M Qazizadeh - Allame Tabatabai University, School of Business and Accounting, Iran

Managing a brand means much more than just developing a good product. Each corporation, voluntarily or involuntarily, represents a certain image in the market which creates a more superb phenomenon which is called Business identity. The elements of this identity and its specific characteristics are, however, unclear to many corporations – therefore instead of paying special attention to build this unique identity, they continue their way in the loop of making mistakes and correcting them accordingly to be successful in the long term, each organization must be aware of its purposes and goals and must communicate them to its employees and customers in order to create a feeling of affiliation and trust which will be created as a result of business identity. And also the power of a brand is concealed in having a unique and differentiated business identity. This goal can be reached if we consider both the soul and the body of our business identity. Without each, attaining a unique business identity is inevitably impossible. Therefore, business identity is not merely the logo or the brochures (they are just like the body and appearance of business identity), but the purposeful harmony of whole company’s activities. All parts of the company must credibly mirror the company’s values and goals. This is especially true for the quality and design of the products or services, the architecture of buildings and sales places, the layout of communication media, and the way employees and customers are treated. Each element and each communication medium influences our picture of the company. A higher constancy leads to a clearer picture. In this paper the author has tried to define Business Identity and propose a plan to implement it in order to help companies to have systematic view of their business identity and develop it step by step, some considerable implementing points and finally present a tool called BIPIC which give them the ability to permanently control the congruity of their activities within the plan which leads to successful implementation of it.

Identity, Business identity, identity plan, identity of insiders and outsider