by Ann Goodwin
If you think brand image and corporate identity are just buzz words for global companies, it's time for a rethink.
Every organisation, large or small, needs to develop a brand image. In today's sophisticated marketplace, the perception of what your product or service can do for a person is a vitally important method of attracting new custom while re-inforcing your brand to existing customers.
Creating the right image helps customers develop the perception. The reality of what a customer thinks of you is achieved only after they have experienced the actual product or service – up until then customers buy mainly on perception.
The company image should reflect the personality and character of a product or service, both physically and emotionally – your image should make your product or service more desirable than the competition.
In essence, your image should be attempting to match your target customers' expectations, needs and aspirations – try to reflect what they are looking for. Begin with clarity on your pricing position.
Is your product exclusive, prestigious and up-market, or is it value for money that keeps customers interested? You need to decide, but beware of an out and out 'cheap' image, as it can be perceived as cheap and nasty!
Competence and credibility -
If you are selling professional services or expertise these are vital. Terminology, colours and associated client testimonials can all help to build this image.
Convenience -
Portrayed through quick statements such as 'round the corner'; '24/7'; or 'delivery next day'.
Customer Service -
A key issue. Your organisation should promote and portray this in everything it does.
Design -
A key part of any company's image. Does your colour scheme and logo match the desired image relevant to your target audience?
First impressions need to convey your chosen image and should be re-inforced constantly with everything your organisation does.
For example, presenting a nice clean business card out of a business card holder creates a better image than scratching around for a 'dog eared' version.
For visitors to business premises, an instant image is created by exterior signage, interior décor, company vehicles, staff clothing – so endeavour to make it positive.
Be consistent, as achieving a clear image is not an overnight job – chopping and changing will lead to confusion. Done correctly, any small business can project a superb image and gain new customers with little extra expense, just by thought and effort.