Business Identity: Brand, Entity, and Location

Business identity is the complete picture of what a business actually is—encompassing its brand (what customers see), legal entity (how it's registered), and locations (where it operates). True business verification requires connecting all three dimensions.

The Three Dimensions

Brand

The brand is the customer-facing identity:

• The name on the storefront
• The website domain
• How the business markets itself
• What appears on receipts and invoices

A single brand might operate through multiple legal entities or locations.

Legal Entity

The legal entity is the registered business structure:

• Corporation, LLC, partnership, or sole proprietorship
• The name filed with the Secretary of State
• The EIN registered with the IRS
• The official address of record

A single legal entity might own multiple brands or locations.

Location

The operating location is where business actually happens:

• Physical storefronts
• Offices and warehouses
• Service areas
• Where employees work and customers visit

A single location might house multiple brands or be owned by various legal entities over time.

Why the Dimensions Don't Align

In an ideal world, one brand = one entity = one location. Reality is messier:

Franchises: McDonald's is one brand, but each restaurant may be a separate LLC owned by a different franchisee.

Multi-brand operators: One legal entity might operate several restaurant concepts under different names.

Holding structures: A parent company owns subsidiaries that own the operating businesses.

DBAs: A legal entity operates under a trade name that differs from its registered name.

Multi-location businesses: One entity operates dozens of locations across states.

The Verification Challenge

Traditional business verification often checks only one dimension:

• Registry lookup: Confirms the legal entity exists, but says nothing about the brand customers know or where operations occur
• Web search: Finds the brand, but doesn't connect it to the official registration
• Address verification: Confirms a location, but not whether this business actually operates there

Comprehensive KYB requires connecting all three.

Connecting the Dimensions

Entity resolution links the dimensions:

Brand: "Green Thumb Landscaping"
    ↓ operates as
Legal Entity: "GTL Services LLC" (Delaware)
    ↓ registered at
Registered Address: 1209 Orange St, Wilmington, DE (registered agent)
    ↓ actually operates at
Operating Location: 456 Main St, Columbus, OH

Without these connections, you might:

• Verify "GTL Services LLC" exists but not know it's the landscaping company applying
• Confirm the Delaware address but not realize it's just a registered agent
• Miss that the actual operations are in Ohio

Business Identity in Practice

Onboarding

When a business applies:

1. They provide their operating name (brand)
2. You need to find their legal entity
3. You verify where they actually operate
4. You confirm the three align sensibly

Risk Assessment

Identity dimensions reveal risk signals:

• Brand with no legal entity → unregistered business
• Legal entity with only a registered agent address → possible shell company
• Multiple brands at one location → legitimate or suspicious?

Ongoing Monitoring

Business identity changes:

• Rebranding
• Corporate restructuring
• New locations or closures
• Ownership transfers

Monitoring requires tracking all three dimensions.

Key Takeaways

• Business identity has three dimensions: brand, legal entity, and location
• The dimensions often don't align: franchises, holding companies, DBAs
• Traditional verification checks only one dimension—missing the full picture
• Entity resolution connects the dots to create complete business identity
• All three dimensions matter for accurate verification and risk assessment

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Related: Entity Resolution | Legal Entity | Operating Location | Trade Name