Business Identity refers to the self-image and the appearance of the business in question. This appearance, the identity, either arises from the business's tradition or it is completely invented in a newly created establishment. This identity is important to give the customer a feel for the business and to enable recognition.

Corporate Identity includes:

• Business Image (price, product, and advertising strategy)
• Business Design (visual appearance)
• Business Communication
• Business Behavior (behavior of employees towards each other and the outside world)

All of the above areas have to be considered when developing a website. At a minimum, it consists of a logo, a character font, and the house colors that the business uses.

The visitors to your website should recognize your business on the first visit.

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