Identities of Companies

Key concepts that people commonly confuse is the image of a company and the identity of a company. The image of a company is how the company would like to be seen in the customers eyes which most of the time is never how it actually is and the identity is the reality of what the company offers or gives. The identity is crucial in the design/architectural world because your reputation is what you have. You want to be known to be efficient and not problematic. Then the customers will spread the word around that this company is true and was very easy to work with. If you have a good image but don't live up to it then you problem won't succeed as a business/company because people won't come to you for work. Plus a good identity will help you by having people to come you instead of bidding on jobs or entering competition.