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When it Comes to Business, Image is Everything

By Liz Walker

Republish: EasyPublish™
Published: 10Apr2009
Word count: 451
Viewed: 158 time(s)

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Humans make "snap" judgements. In fact, we make them constantly and most of the time, unconsciously.

People make them about your business and every aspect of your business including the business premises, signage, merchandise or service, and of course, advertising. That's why a properly executed identity can set the expectation for your customer or potential customer's experience with your business. So get the details right!

First impressions are vital, so whether it's your storefront or your advertising, people are going to make a snap judgement based on what their eyes are seeing. Your company's "sense of style" is going to set the standard for the transaction to follow—if one follows.

Your ideal client is the type of person your business style needs to be designed to attract and appeal to. Are you a hip clothing store for younger shoppers? A high style fashion salon geared to a sophisticated client with money to burn? Or are you a discount store where bargains are the order of the day? Each of these businesses must convey a distinctly different style in all that they do.

Trying to sell sophisticated, high-priced merchandise in a store that looks like a bargain shop is just not going to work.

So if creating a proper style, or identity, is important, what's involved? Just find the proper image and be consistent. It starts with the business name and logo but goes beyond to include anything that the customer comes into contact with from the forms to the telephone messaging; the delivery vehicle to business cards—even sounds and smells if these play a role in what you do.

But we're talking about marketing, and because your advertising is the first thing a potential customer may come into contact with, it's important that it: appeals to your target market; clearly defines your company; differentiates your products and services; and motivates the prospect to take a further action e.g.: come to the store; go to the web site, make an appointment; call for information or do whatever it is you want them to do.

Take an "identity audit" of your business and all of your materials including the advertising. Ask yourself, "Is this conveying the image we want to convey? Does it appeal to the ideal customer we're hoping to attract?" Hopefully, the answer will be "Yes" but if you have doubts, make changes to strengthen your business identity. After all, if it's not making a good impression on you, what must your prospects be thinking?

You only get one chance to make a first impression so you need to take your best shot each time you get the opportunity.

Marketing Masters, Ken & Liz are Duct Tape Marketing Authorized Coaches and authors of The Buzz, a FREE monthly ezine for small business owners who want simple, effective, and fun strategies to get more business, guaranteed. To get your copy of the special report The Seven Steps Plus One to Small Business Marketing Success, by Duct Tape Marketing Founder John Janstch NOW visit www.marketingmasters.ca

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