Branding and image: are you just
another amateur?
April
10th, 2007
With the popularity and ease
of use of desktop publishing, every employee can and usually creates
and designs his/her own letters, presentations and virtually every
document he o she needs to pass to a coworker, customer, etc.
But the question is: Is everybody trained and capable of doing
it in a manner that is aligned with the company’s image
and goal? Is your business being consistent? or are you just another
amateur?
Coherency and harmony should always be present in all the information
conveyed about your business. People learn by repetition. They
have done so since they were born and they will continue the same
way forever. Once they learn, they don’t have to “think”
about it (a new skill, a telephone number, a brand, etc.) anymore.
It is imprinted in their mind, available at any time and with
little or no effort. Whether you want to learn something new or
make other people remember your company, repetition is one of
the golden keys. But not just blunt repetition; believe it or
not, there are some rules!
-
Hocus Focus:
dispersion of your energy is not the way to go. Every company
has a limited amount of resources that must be used in an
efficient way. The communication of your message must be focused
in those channels that reach the customer in a subtle -yet
powerful- way. A professional business card is more effective
than just blurting out the name of your business at every
person you meet or at the beginning of every paragraph you
write with an advertising purpose.
-
Coherency…again: It is useless to spend hundreds of dollars in a great logo,
if you are not going to use it properly. All your stationery
must be designed as an organic marketing tool. Every employee
must have the same tools when handing out a document, sales
letter, business card, etc. Your company is not a democracy
where everyone can design their own personal image of it.
Everyone must know which letterhead to use in each case, which
personalized and designed mail must be sent within and out
of your company.
-
Message behind the scenes: Although most people are not aware of it, they can instantly
recognize the quality of the message and subconsciously make
a decision of accepting or discarding it along with thousands
more. You must be aware of the message you are conveying.
People (aren’t they the ones who will buy our product
or service?) don’t like to be reminded of qualities
like weakness, insecurity or mediocrity. There is plenty already
to go around. Your message must be about strength, uniqueness
and excellence. But you have to believe it. Otherwise, they
will notice it right away and turn to the next message.
- Professionalism: If
you want to save a couple of hundreds and ask your “artist”
friend to design your company’s image, it is your choice.
But remember that it is only professionals who deliver professional
work. They are up to speed on what the latest trend is, which
colors go with which product and –as a result- how to
make your company look bigger, more professional and more competitive.
If you are afraid of going professional, your customers will
be afraid of following you.
So, why do you need professional designed
stationery for your firm? Your business card, brochure, letterhead,
email, etc. are the most common devices that come into contact
with your customers. Use them! Seize every opportunity to deliver
a professional and reliable look of your company.
by Mark Gries
|
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