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Your identity as a business is what you are known for and stand for, almost like your business personality.
A company culture is the essential element of establishing your business identity. You must communicate it with your customers in a way that can be seen or felt when your customers experience your product/service.
You will need to know the difference between your identity and your brand. Think of your brand as the foundation of your marketing framework, it is the feelings your customers associate with it and what makes your brand reliable. Your identity is all the internal factors that work together, that the customers comes to contact with, it’s the look and feel of your business.
Following onto your USP, this is your unique selling point and it draws from the subject of your brand and your identity to concentrate on that one thing that you do really well as a company that makes you stand out.
The reason a USP it’s so important to small businesses is: