You’re at the grocery store, picking up a bottle of dry merlot to go with dinner this evening. When the cashier scans the wine, she asks for your I.D. “Nice!” you think, grateful for the flattery that you do not, in fact, look over 30.

What you handed her should be accurate – a card to provide your identity. The information on the card should be just the facts, (hopefully) not the fiction. Your name, driver’s license number, address, weight (although perhaps rounded down) and additional personal information are the basic facts about you.

But of course, the picture is terrible. DMV cameras are not of the type that give you an instant glow, remove imperfections and create a soft, romantic background. They especially do not go off when you expect them to, generally resulting in mortifying, mug-shot-like snapshots of how we felt after waiting in line for 3 hours just to get another license. Unless you’re terribly lucky, this would not be the picture you’d blow up and have framed above the fireplace. Alas, it is your “official” image.

Now consider your business: just the facts. In one sentence, what exactly do you do? No fluff, no extravagance, and no hyperboles. What do you do for the customer? What makes you stand apart from the rest? These are things to consider when you think about your identity.

Now consider your image: your logo, your collateral, your website, even your storefront and signage. Is this image that you present accurate? Could someone look at your logo or collateral and understand immediately what your company can do for them? What you show the world is your choice; you can lie to them, ignore their needs for understanding, or tell them the truth.

When you show off the image of your company to past, present and future clients, don’t show them a mug-shot… but don’t lie, either. Show them the professional, outstanding personality that your company has inside, and let the world know that the best gifts often are in the best package.