"Drive thy business or it will drive thee."

- Benjamin Franklin (1706-1790)

GRAND OPENING! For an entrepreneur starting a new business, these two words are the reward for a significant monetary investment and many angst-riddled weeks.

Finally, the doors can open and the business of building a business and making a profit can begin.

Of course, whether the operation is large or small, retail or service, consumer-based or business to business, our entrepreneur worked hard to get to this point. Many things were considered and decisions made:

* Business name. Yumei Sushi or Ikki Sushi ... what's in a name? Well ... everything. It is the frontline for advertising and the first introduction to a company and what it does. It should give a clue to the nature of the business, be memorable and of course, unique. Acronyms are hard to remember until a company is well known.

IBM didn't use the acronym until it had been known as International Business Machines for many years.

Toronto-based ETK Solutions is a small operation that troubleshoots, maintains and updates networks and computers for small and medium companies. ETK competes with Geek Squad and Nerds On Site, which have more memorable, industry-related names. Geeks and Nerds have an advantage over ETK in the name department.

* Corporate identity. Whether a new business is a sole proprietorship or a corporation, it has choices to make: A picture mark, letter mark, slogan, stationery, signage, packaging, advertising and uniforms. Some businesses will have to consider store fronts and interiors, and/or identified vehicles. All of this falls under the corporate identity umbrella. Where to start?

A corporate identity is the first thing needed after choosing a name. Every business needs a polished, professional look to impress suppliers and woo customers. A corporate identity is the sum of the many pieces that work together to give a company a unique persona.

To develop a corporate identity, a designer will need to know the company's target market, area of business, goals, and products or services, among other things. A logo and/or letter mark will be designed and corporate colours assigned. Typefaces (or fonts) will also be set. Now, with a logo and rules for colour and font usage, all other materials can be developed for an impressive, cohesive look.

Picture mark and/or letter mark. A picture mark, also known as a logo, such as Royal Bank's stylized golden lion is a visual memory key. A word mark, such as "Roots," is a company name designed in letters. A combination of the two, such as the Petro-Canada symbol that blends a Maple Leaf logo with the name in letters, is a logotype. These all look simple, but good design is deceptive. Well-designed logos, word marks and logotypes never go out of style and can last the life of a company.

Slogan. Mostly but not always used in jingles, slogans are catchy little lines that serve as memory aids. The Maxwell House "Good to the last drop" slogan actually began as a testimonial from U.S. President Theodore Roosevelt in 1907. During his visit to Nashville, Tenn., he enjoyed his first cup of Maxwell House coffee, and when offered another cup, he exclaimed: "Delighted! It's good to the last drop!" His line became the slogan for the product, and is still in use almost 100 years later.

A company slogan, if one is adopted, should be short, but capture the essence of the company's USP - unique selling proposition - that makes them different or better than their competition. The slogan may address a consumer benefit or make an emotional appeal. A good example is Second Cup's slogan: "Independently owned. Uniquely Canadian."

Stationery. Business cards, printed and digital letterhead, fax forms, invoices, sales packages, packaging, a website and signage, for internal and external use, all fall under stationery. Consistency across the width and breadth of a company's stationery is extremely important for a professional look.

Once a logo and slogan are developed, and typefaces and corporate colours chosen, then all the elements required for stationery are there. Employ professional help to develop what is needed.

Uniforms, store exteriors and interiors, and vehicle signing. Again, with all the elements, these things can be chosen to match.

* Advertising & press romancing. So, you're ready to tell the world that you are open and available for business. How do you do it?

With a little time, a bit of money and a dash of persistence, you can launch a business. By romancing the press, you can grab some advertising for free, but you need a compelling story in the form of a press release to pique the interest of editors.

Employ a professional writer. Send (e-mail and/or fax and/or snail mail - on your new stationery) your press release out to every publication and radio and television station that serves the area of your business. Follow with phone calls.

Your story will get some press if it is interesting, and at the very least, some publications will advertise your business opening in a section they reserve for this. Better something than nothing.

And do include a digital picture. Hire a professional photographer to take what looks like a casually snapped digital photograph of you in a business situation - flipping burgers; on the factory floor; in the store; at your desk.

It should not look posed. Have the photographer "touch up" the photo so you look your best ... erase fatigue furrows, smooth those pesky worry lines the bank manager gave you and brighten your eyes - not years younger, but fresh, confident, professional and ready for business. You'll be so glad you hired a pro when you see your mugshot in the paper and on the evening news.

Advertise. Ads that reflect your corporate image should send a clear, enticing message. Advertise in publications that target potential customers, and be consistent and patient.

People are curious. Advertise a Grand Opening Sale, and lots will come, especially if they see a truck from a TV station there.

And remember, there is nothing like a crowd to draw one, so call on every distant cousin and close friend to make your event bigger than life. And pat yourself on the back. You're in business.

(Brenda McMillan has more than 10 years of experience in advertising. She can be reached at mcmillan@businessedge.ca)