Several elements orchestrate positive business image

As with an orchestra, creating the right image for a business requires discipline, commitment and teamwork. The image of an organization is affected, to some degree, at every point of impact with its customers, employees and vendors.

When a business has a positive image that accurately reflects the essence of the company, they have an asset that should be managed.

If a poorly matched or negative image exists, then the business has a liability, which also requires management.

Knowing the difference requires an objective understanding of how customers view the business. Most business owners and managers have an idea of the image their business portrays.

Unfortunately, most of these aren’t just wrong, they are totally unrealistic. This is partially due to our natural defense mechanisms that protect our egos, but the real flaw is how we view our own businesses.

The customer’s viewpoint

Seldom do we truly evaluate our business image from the customer’s perspective. Most owners and managers try, but the approach is typically wrong: We compare our products or services to those of our competitors instead of to our customer’s expectations. Being best in the industry is no longer relevant, since the standards are often being set elsewhere.

Typically, your customer’s expectations aren’t established by your business or your competitor, but by the organizations with which they spend the most time and money. The implication is that, as buyers, we expect all businesses to perform to like standards. The copier repair technician needs to respond as quickly as the pizza delivery guy, while the accountant should quote tax services the same way an insurance agent quotes coverage.

Unreasonable? Perhaps, but if the business doesn’t meet the customer’s expectations, reasonable or not, then the customer will be more receptive to a competitor’s advances. Knowing how your customer’s expectations are formed will help when managing your business image.

Determining customer expectations

How do you determine your customer’s expectations and how they feel about your organization? Solicit feedback.

Surveys, focus groups and one-on-one dialogue are legitimate tools for understanding your customers. Use them to define your customer’s expectations, not only within your industry, but as a buyer in general. Then match your product or service delivery as closely as possible to these expectations. As with the orchestra, these product or service standards become the sheet music; the next task is getting everyone on the same page.

Every point of customer contact becomes an instrument, and each must convey the same message. If they don’t, then confusion and distrust are created.

Whether it is advertising, collateral materials, a company vehicle or the person answering the phone, they all impact your company’s image. Understanding and controlling how they impact the image requires objectivity, discipline and management.

After all, it only takes one bad instrument to ruin your symphony.

Mike Nally is president of ACR Nally Communications Inc.