Business success comes from uniform, consistent image

Lisa Nally is president/owner of ACR Nally Communications.

Most organizations, either formally or informally, have a well-conceived marketing strategy. They can define the product or services offered with detail, they have carefully considered product/service positioning and can clearly identify their target market. Product, positioning and target markets will be critical in determining what type of image a business should project.

The image a business projects will be critical in attracting and retaining key customers. Does a high-tech business ooze technology, but still perform back office functions manually. Inconsistent imaging confuses and alienates customers.

Image is much more than a creative logo or catchy tag line.

Maintaining a uniform, consistent image that supports a product or service is pivotal in gaining trust and establishing relationships that are crucial to potential customers. Potential clients make the decision in less than two minutes, face-to-face, whether to trust you and whether they want to do business with you. You get less than 15 seconds to make a positive impression on the phone. In a competitive business environment, you simply cannot afford to have an inconsistent image.

Begin by viewing your business from the customers' perspective. Many owners and managers are calloused to the minor imperfections that customers notice immediately. If you have trouble being objective, seek the assistance of a friend, colleague or third party to honestly, objectively evaluate your image. National fast-food and chain stores utilize "mystery shopper" programs to get customers' input on the image of their individual locations.

When evaluating your business image message, there are four key elements: employees, physical facilities, advertising and promotional collateral, and back office documents.

Employees

All employees represent your business in some manner and should be trained in proper phone skills, company products and values. Whether professionally or on their own time, your employees will be associated with your business and, thus, impact your image. Hire carefully and train fully.

Physical facilities

All facilities should be clean, well-maintained and neatly organized. Exteriors should be well-lighted, landscaping neatly trimmed and visible areas free of debris. Facilities and environments should be consistent with the positioning statement low-cost facilities should have a no-frills type facility, whereas a quality leader will have a quality building and furniture.

Advertising, promotional collateral

All company ads and printed material should utilize consistent themes, logos and colors. The message communicated in promotional material should be consistent with the overall image of the company.

Back-office documents

Invoices, statements, receipts and e-mail all communicate a message to your customer. Again, all your documents should be well-organized and consistent with other image elements.

Remember, the first impression your business makes to a customer is their lasting impression. You can never hit the redo icon and try it again. By having a well-defined position and image, as well as the components in place to support it, you have set your company on a path to success.