Identity is a strong motivator. When people identify themselves with a company, a religion, a personality trait, a band… whatever it is, they protect that identifier and do their best to make it a part of who they are, even if it’s to their detriment. Disney fans still take a trip to the movies or an annual pilgrimage to one of the Disney properties, even when it hurts financially. Homeless people refuse help because they don’t any handouts. Identity allows people to believe what they want to believe even when the evidence says they shouldn’t. Batman uses it to justify everything he does.

For a company, your identity should permeate and is made up from everything, including your logo, tagline, the way your business looks, your radio jingle, and everything else you and your employees do and say. Identity is everything your clients hear about you and everything they remember, even when that memory is false.

In order to avoid a negative identity, it should be created from a place of honesty and truth. In reality, people have complicated identities that are situationally influenced. For your business, your identity needs to be clear and consistent. Do not confuse your customers with constantly changing identity markers. A consistent identity is a successful one. You may need to reevaluate your identity periodical to make sure that it aligns with new products and services.

Information adapted from “Guerrilla Marketing in 30 Days.”