Business Basics: How to Polish Your Image

Make sure your business gets off on the right foot by presenting a strong business image. Your business image includes everything that customers use to identify who you are, what you do and how well you do it, starting with:

• Your business name, logo and tagline
• Your business cards, letterhead and envelopes
• All other print communications

All these things should work together to give buyers or donors a positive, lasting impression of your business or organization. What makes a business image strong and memorable?

• It's distinctive - it differentiates you from your competitors and positions you in the marketplace with the attributes your customers care most about.
• It's professional - it communicates quality and generates trust and confidence in your company's products and services.
• It's consistent - your image appears consistently on everything your customers see and hear.

Take time to evaluate and update your image.
It's not just new start-ups that need to consider their business image. All organizations should periodically ask themselves these questions: Does our image fit our current mission and capabilities? Have we added new services or products that require a change to our image? Does it appeal to our target market(s)? (Hint: If you're trying to appeal to a hip, young audience, don't offer up a straight-laced look. On the other hand, if your target audience is a conservative crowd, don't shock them with outrageous colors or designs.) Does our image distinguish us from our competitors? (Hint: Don't be different just to be different. Use your business image to communicate what makes your offering better than the rest.) Are we using our image consistently in all communications, signage, uniforms, facilities d?cor and displays?

If your answer to any of these questions is "no," it may be time to revamp the basics for your business. Consider the following actions to help you create a stronger, more memorable business image:

• Develop a new name, logo and/or tagline. Use the talent on your own staff or work with marketing communications professionals to develop or update these basic image components to set your business apart.
• Update your colors and type style. Maybe your business image just needs a little freshening up. Work with your own sources and ask about options for updating your look.
• Avoid gimmicks. In today's world, buyers and donors want clear information, presented attractively, to help them make good decisions. It's not a good idea to be tricky or clever with your business image.
• Invest in quality. Your logo, business cards and other literature will represent your organization when you're not there. Engage a good graphic designer and high quality printer to get the results you want.

Get ready, get set - get customers!
Whether your business requires a whole library of printed materials, or a small stock of business cards, letterhead and envelopes, we can help you brush up your image to deliver your messages successfully. Review the checklist of business basics below, then call us for help in developing and producing the right portfolio of business basics for your organization.

• Brochures
• Business cards
• Envelopes
• Flyers
• Folders
• Labels
• Letterhead
• Memo Pads
• Newsletters
• Postcards
• Sell Sheets