Business Identity Checklist

1 Develop your brand promise or identity.

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.

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.

2 Keep in touch.

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.

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.

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.

4 Open a business bank account.

Now that you have an EIN, open a business bank account under your business name to keep your business expenses separate from your personal ones. This also allows your customers to recognize any charges they may have incurred with you.

At Service Credit Union, we offer customized solutions, and we pride ourselves on giving you awardwinning, personalized service. Visit servicecu.org/business or call us at 1-800-296-4644 to see which options are best for you.

5 Create your business logo.

A well-designed logo can help to ensure your brand is recognizable and memorable. Since you will use your logo on everything from packaging to business cards, it’s an important part of your brand identity. Your logo should be unique, eye-catching and easy to recognize. There are online logo makers that are low-cost or free, or you can hire a professional graphic designer. The choice is yours.

6 Establish an online presence.

Nowadays, it really doesn’t matter what type of business you’re in, you need to have an online presence. Not many people use the Yellow Pages anymore to find the businesses and services they need. More importantly, consumers want to read and learn about you, browse your reviews and view your products. Think of your website as the online brochure of your business, then use the opportunity to tell the story of who you are and what you have to offer.