It seems obvious that first impressions are important, but you’d be surprised how few business owners maximize this idea.
The goal is to establish an identity which is both attractive to prospective (and current) customers, and matches the company’s products and position in the marketplace. The identity is part of a strategic marketing plan which should be analyzed and carefully constructed.
While many people think of a logo when identity is mentioned, it really is a great deal more. It’s the company’s style, theme or attitude.
When beginning identity development, a significant list of messages or ideas is considered. Which messages best represent the company – is it…
- Traditional or Modern
- Expensive or Discount
- Dependable or Disposable
- Local or Imported
The fonts used for the text helps to demonstrate the desired messages. Color also plays a large role in projecting the ideal image. Green is very different from Red.
The identity is further developed in the type of paper used for business cards, the look of the reception area and even billing invoices.
Think about some of your favorite products and their merchants. Major brands spend millions of dollars creating their image. The amount of strategic thinking, psychology and graphics arts is significant. As a consumer, I’ll bet you can visualize these logos.
- Betty Crocker’s image of a wholesome mother who whips up dinner using her special products.
- You’ll have fun with Ronald McDonald when you grab dinner under those golden arches.
These two corporate identities project benefits which buyers value and trust.
This may seem trivial when you want to increase your profits, but believe me, this is important. I’ve worked with start-up businesses that wanted to capture a specific market. We developed a unique logo and positioned the company in a niche market. The launch was successful and company profitable within the first year.
Take a step back and look at the image your business projects. Does it match your desired strategic messages? What would be my first impression when I see your business card?
Do you have a logo? Does the logo appear on all promotional items, even the crew t-shirts? Does your website incorporate the logo and desired messages? If you look good, prospects will have a favorable impression and want to buy from you.
To maximize your profits, review and possibly update your business identity. If you send me a link to your website, I’ll give you my first impression! Kirsten Peck
