Font Styles The kind of font you choose is another way to express your brand.
abc
Caslon
abc
Helvetica
abc
Edwardian Script
Caslon is an old-style serif font. Serif fonts have a small “foot” or “cap” on the tops and bottoms of their characters.
Helvetica is a modern sans-serif font. It is a clean, easy-to-read typeface.
Script fonts, such as Edwardian Script, are typefaces that mimic calligraphy or handwriting.
connect with your customers. “It’s not just how you speak, and it’s not just what you say,” Remick says, “It’s how you combine language and tone.” And how you do that can depend on what kind of business it is. If it’s a law firm, for instance, Remick says she would expect “a serious, factual tone.” Other businesses can adopt a more informal, conversational tone. Either way, the company’s voice “gives you a glimpse of who they are.” She adds that a company’s voice should be consistent no matter the channel of delivery — print, website, social media, even email and phone calls. The experience should feel familiar across all platforms. Another aspect of brand identity is color. Take the color palette of Service CU, for instance. When Service CU first went into business in 1957, its mission was to provide affordable credit to airmen and their families at what is now Pease Air National Guard Base. The color palette for the brand identity back then was a patriotic red, white
and blue. But, over the years, as the reach of Service CU expanded to other populations, people often thought, because of the colors, that it was still a military credit union. To encompass all of its members, the company updated its color palette. It retains the blue of the original palette but adds in turquoise. “It adds a bit of modernity and energy,” Remick says. How do you choose the right colors? Think about what color works well with what you want to convey. Remick says, “If you had a yoga practice, you don’t want to use fire-engine red because that’s going to be too bright, too alarming. You’d want more muted colors, more earth tones, because they make you feel calmer.” However, if a bright color is right for your company, it can be used to catch people’s attention. “If you have company vans with bright branded colors, they could act as easily recognizable visuals to reinforce your identity,” Remick says. Employees are an important part of the brand as well. “They’re
Business Identity Checklist
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Develop your brand promise or identity.
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Keep in touch.
Does your business name describe who you are and what you do, or do you need to say more about what makes you special? A tagline or slogan can explain or elaborate your brand promise or identity.
Do you have a way for your customers to contact you easily? If you have a home-based business and don’t want to use your home address, consider a PO Box at the U.S. Post Office or a mailbox at a mailing store.
For example, Ace Hardware’s slogan is: “Ace is the place with the helpful hardware folks.” Those simple words tell the consumer not only will they be able to find hardware at Ace, but they will be cared for by helpful individuals, creating a warm, positive feeling about shopping there.
Tax deductions are available for a dedicated business phone line into your home. And don't forget, a business email address is also necessary for communication in the digital world.
4 servicecu.org | June 2022
3
Obtain an EIN.
An EIN is like a Social Security Number for your business. If you followed our Startup Checklist from the last issue, you probably already have one. But if you don’t, and you started your business under something other than a sole proprietorship, you’ll need to obtain an EIN. To apply, go to the IRS website and use the application form SS-4 or fill out the online application.
