In an ideal world, your corporate identity would be entirely based on the work you do. That would make it easy to control. Put some solid hours in, know you’ve done good work, job’s a good ‘un.
If you have a business of your own, you probably excel at its main focus. So if you’re a computer reseller you probably know a bit about hard drives, if you’re an accountant you know your numbers, if you own a nursery you understand children (or plants!).