ORGANIZATIONAL

IDENTITY
 You can’t have a FIRM without a business NAME!
 But the process of choosing the perfect business name that is both
catchy and communicates what your business is about is by no
means easy. Businesses have failed in the past largely due to a
name that just didn’t work, so it’s important to get this right.
 Choosing a good business name is very important if it’s going to be
successful and it’s key to differentiating you from your
competitors. Customers associate a business name with the value it
provides to them.

How do you choose a name?

https://www.webalive.com.au/things-to-consider-before-you-pick-a-name-for-your-business/
 Be descriptive but
not too general or
vague.
 Don’t choose a name that is
too vague or too meaningful.
Generic names, is not only
boring but also not easy to
remember. Moreover, it
doesn’t stand out from other
providers. 
Use related words in
a creative way.
 Don’t be tempted to stuff keywords
into your business name. Using plain
keywords doesn’t work anymore.
But often, choosing a somewhat
modified version of related
keywords works very well, provided
it expresses what your business is
about.
 A good way to create catchy,
memorable business names is to use
alternate versions of common words
related to the service you’re offering.
 Keep it simple.
 Don’t choose a name that is
too long or complicated.
 Avoid choosing a name too
Remember that your business
name needs to be appealing to
your customers. It should
sound pleasant, familiar and
conjure up positive emotions.
It also needs to be easy to
pronounce and remember.
Don’t copy your
competitors.
similar to other businesses in
your industry. It can mean
appearing to be unoriginal,
which is not good for your
brand image. It can also mean
potential customers confuse
your business with your
competition making it more
difficult to get repeat work
 Avoid using your
own name. Choose a name
 Unless you are an established that’s scalable.
brand, avoid using your own
 Pick a name that can expand
name. Your name doesn’t
your business. If you sell just
communicate anything about
books, you might one day sell
your business and won’t mean
stationery products or
much to potential customers.
accessories too. If your service
This may even cause problems
is based on a certain area, you
if you ever want to sell your
might extend to other cities.
business in future or even if
So, select a broad name that
you wish to expand.
can encompass your future
growth.
VISION, MISSION AND VALUES
The vision statement focuses on tomorrow
and what the organization wants to
become. The mission statement focuses on
today and what the organization does.
What is a mission statement?
Your mission statement drives the
company. It is what you do/the core of
the business, and from it come the
objectives and finally, what it takes to
reach those objectives. It also shapes
your company’s culture.
Mission statement questions:
• What do we do?
• Whom do we serve?
• How do we serve them?
What is a vision statement?
Your vision statement gives the company
direction. It is the future of the business,
which then provides the purpose.
The vision statement is about what you want
to become. It’s aspirational.
Vision statement questions:
• What are our hopes and dreams?
• What problem are we solving for
the greater good?
• Who and what are we inspiring to
change?
What is a values statement?
A values statement lists the core principles that guide and
direct the organization and its culture. In a values-led
organization, the values create a moral compass for the
organization and its employees. It guides decision-making
and establishes a standard against which actions can be
assessed.
 Values statement questions:
• What values are unique to our
organization?
• What values should guide the operations
of our company?
• What conduct should our employees
uphold?
Company: Amazon

Mission: We strive to offer our customers the

lowest possible prices, the best available
selection, and the utmost convenience.

Vision: To be Earth’s most customer-centric

company, where customers can find and
discover anything they might want to buy online.
Company: Google

Mission:  To organize the world’s information

and make it universally accessible and useful.

Vision: To provide access to the world’s

information in one click.
Company: Uber

Mission: Uber’s mission is to bring

transportation — for everyone, everywhere.

Vision: Smarter transportation with fewer cars

and greater access. Transportation that’s safer,
cheaper, and more reliable; transportation that
creates more job opportunities and higher
incomes for drivers.
Company: Toyota USA

Mission: To attract and attain customers

with high-valued products and services
and the most satisfying ownership
experience in America.

Vision: To be the most successful and

respected car company in America.
Company: Samsung

Mission: Inspire the world with our innovative

technologies, products and design that enrich
people’s lives and contribute to social
prosperity by creating a new future.

Vision: Inspire the world. Create the future.

Company: Facebook

Mission: To give people the power to build

community and bring the world closer together.

Vision: People use Facebook to stay connected

with friends and family, to discover what’s going
on in the world, and to share and express what
matters to them.

https://www.clearvoice.com/blog/difference-between-mission-vision-statement-examples/
1. American Express
Customer Commitment
Quality
Integrity
Teamwork
Respect for People
Good Citizenship
A Will to Win
Personal Accountability
2. Google
Focus on the user and all else will follow.
It’s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don’t need to be at your desk to need an answer.
You can make money without doing evil.
There’s always more information out there.
The need for information crosses all borders.
You can be serious without a suit.
Great just isn’t good enough.
3. Coca Cola
Leadership: The courage to shape a better future.
Collaboration: Leverage collective genius.
Integrity: Be real.
Accountability: If it is to be, it's up to me.
Passion: Committed in heart and mind.
Diversity: As inclusive as our brands.
Quality: What we do, we do well.

https://blog.hubspot.com/marketing/company-values
FIRM’S LOGO
A logo is a graphic mark, emblem, symbol, or
stylized name used to identify a company,
organization, product, or brand. It may take the form
of an abstract or figurative design, or it may present
as a stylized version of the company’s name if it has
sufficient brand recognition.
• A logo is a visual symbol used to instantly identify a company,
organization, product, or brand.
• Logos may show an entity’s name spelled out with letters or they
may be abstract designs, such as the Nike stripe.
• Some logos contain hidden messaging, for example, keen
observers will notice how the FedEx logo contains a white arrow
shape, in the negative space between the letters E and X, to
symbolize delivery accuracy.
• Logos are an important part of a brand's identity, and instantly
recognizable logos are valuable property to a company.
• Logos are intellectual property protected under trademark law.