by PKMitchell

Created on: March 31, 2009

Not so long ago, entrepreneurs who worked out of their home felt they needed to form an identity that did not acknowledge the fact that they were home-based, because it did not appear professional. The situation has changed drastically, and now home business owners are actually the envy of those who still have to get dressed and go into an office every day.

How do you frame your home business identity when telecommuting, online, and home-based work has become acceptable, even desirable? The answer remains the same as it did years ago focus on the business side and not on the home side.

A home business is still a business and must be framed in a professional manner to gain acceptance and customers. You have to create an identity for your home business just as any other business does. You probably will not be able to hang a shingle or put up a sign in front of your business establishment (your home) as others do, but anything associated with your identity as a professional business must be framed appropriately.

Consistency is the first key. When you decide on a logo or colors that will be associated with your business, you have to use them consistently on all of your materials. That includes your website, business card, brochures, newsletters, and letterhead. As you begin to use your logo and colors, your identity will be formed and will become recognizable among potential customers.

Professionalism is the second key. Present yourself as a professional business owner. If you are flying solo, if you are home-based, even if you have just started out, act as though you know exactly what you are doing and you've been doing it for years! There is an old clich that says "perception is reality." If you present yourself and your home business with confidence and professionalism, the perception will be that you are a professional business owner. The "home" part of your business will not be an issue.

Decide on the image you want people to have of you and your business and present it consistently and professionally. You can also use the fact that you are a small, home-based business to your advantage when creating your identity. You have an advantage over multi-million dollar corporations with multiple layers of management in that you can truly provide personalized service to each of your customers.

Framing the identity of your home business is not that different from and is just as crucial as framing the identity of any professional business.

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