Developing an identity should be the very first step to take before even starting to set up what may seem as the more pragmatic steps in establishing a business. Unfortunately many people seem to view it as the icing on the cake, and even approach it as a last minute issue, which is a bit like taking a flight somewhere and to only start thinking of what to visit, what the season/weather are at the destination point and where to sleep once arrived. Of course that can feel adventurous, but a business, though an adventure in itself, benefits from some good planning.