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Identity. Can it really be packaged?
By Giselle Rondon
Individuality¡ Uniqueness¡ Identification. "This above all: to
thine own self be true".
What do all of the above have in common? They all translate
into the meaning of 'identity'. Without it, we have no
representation of our own characteristics or behaviour. Without
it we remain nameless. Without it, we are in fact - lost.
In an age of increasing identity theft, its importance cannot be
denied. Victims of this type of theft have lost parts of
themselves that are difficult or which they may never be able to
retrieve. The losses are much more substantial. They include
loss of money; loss of good credit ratings and the most
debilitating of them all; loss of one's reputation. In the
consequential aftermath of this crime, victims are denied loans;
educational opportunities; and job offers. Some have even been
arrested for crimes they didn't commit.
It is much easier than most people realize, for fraudulent
persons to access and steal one's identity. MEL Research, in its
'bin raidin' project found that 77% of UK households discard
sensitive financial documents, such as bank statements and
utility bills, without first shredding them. Another report, with its
research aimed at traveling executives, found that tons of
personal financial information can be found on the desktops of
airport lounge personal computers. These desktop-saved
documents describe multi-million dollar deals, inclusive of profit
margins and lowest bid values.
Credit and ATM card fraud is the most widespread of them all.
They are also the most popular. With the increasing use of
purchasing-via-the-internet, consumers put themselves and
their money in a vulnerable position. Not all sites offer a 'secure-
shopping' feature. More often than not, these are the ones that
'capture' and 're-use' personal data. ATM fraud is not always
easy to spot. Commercial banks should raise more awareness
on how to identify (no pun intended) card slots that have been
tampered with. These false slots are also used to 'capture' and
're-use' an individual's information.
Further to depleting a person's monetary account, this type of
information can also be used for kidnapping - where hefty
balances can be seen.
The use of identity surrounds us in our daily lives. We have
identifying usernames and passwords. We join groups that
support of help us to seek our ethnic identity. Our modes of
dressing are statements of who we are. Employees are
mandated to wear ID cards.
The product and corporate branding of identity is no different.
Nowadays, business cards are a point of entry for placing
someone in an electronic database. You business name must
gain your potential customer's interest and trust (they can trust
that your card is a true representation of yourself and your
business). And yes, image is everything. Just as books are
judged by their covers, so too can business people be judged by
their cards.
[MORE]
Rondon - Identity -2-
'Branding' is one's identity in the marketplace. It should been
done properly. Business cards, Letterheads, Labels and
Compliments slips should be treated as one 'branding' entity.
What's the use of having your business card in one design and
all other supporting stationery in another? Consistency is the
cornerstone of professionalism.
Because of the intricate emotional and societal issues that
encircle the exchange of business cards, psychology and design
are also co-related. There is always a tinge of anticipation when
giving and receiving business cards. The giver hopes that
his/her card will not be dismissed into the unseen depths of
someone's wallet (agh!!) or worse, thrown away (double agh!!).
The receiver sees a person's business card as the answer to
their specific problem; the item or service that they had been
seeking.
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People are always more comfortable when they're being
themselves. They are also more trustworthy and their
businesses more profitable. Shouldn't your identity, then, be
packaged just right?
About the Author
Written for Goodprint Ltd, providors of instant online business cards and matching stationery via their website http://www.goodprint.co.uk.
Article Source: http://www.simplysearch4it.com/article/17000.html
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