Developing a brand and image for your business is so important for attracting new business and can often be the turning point between a customer using you rather than your competitor.
So, what is your business name and logo telling your customers?
Your Name:
Your business name can be an asset which establishes a strong identity. For your business name to be effective it should describe the business that you are in.
Often when starting a business you can go off on tangents and become involved in a creative whirlwind. Unique, exotic or non-descriptive names can at times be a liability if it can not be associated with what you do. This is not to say that you cannot think outside the square, however are your potential customers going to know what you do if they are given your business name and nothing else.
Allow your customers to know a little more about your business. This may mean that you have a creative name and a slogan that tells your customers what you do or it may mean that you add a descriptive word such as Marketing, Travel, Plumbing, etc at the end of it. Never leave your customers guessing and hoping that they have made the right choice.
Naming a business after yourself can often be a positive move for both you and your products or services. Again, as long as your name can be associated with a product or service that you provide, you can build stronger personal credit rating, greater prestige within the community and be given instant name recognition. A good example of this is Giorgio Armani or Max Factor.
Your business name can tell people so much about who you are, what you do and how you do it that it is a valuable asset to any business.
Your Logo:
Your logo is a visual representation of the image you are wanting to portray to your potential customers. There are plenty of famous logos around the world which people can associate the picture to the name and get an immediate perceived image.
Visual communication requires a few rules to ensure that you are telling your customers what they need to know about your business.
Originality. You should have an original logo that doesn’t imitate someone else in the industry as you could give the impression that you are a follower and not a leader.
Distinction. Make your logo memorable through clear and functional design. Do not be outlandish or distasteful as you may send the wrong image.
Taste. Your logo should be tasteful, memorable and pleasing to your customers eye.
Marketable. Your logo needs to be readily available to use on all of your marketing promotions and activities. This will symbolise your business as a whole and get your message across.
Your logo has only a few seconds to attract a potential customer and if it fails to perceive the right message then you could possibly be missing out on profitable work.
So, what does your logo say? Well, it might tell your customer that you are creative, energetic, conservative, cutting-edge, technical or something else.
Using a specific typeface, colour or shape will portray different emotions, attractions and impressions to people. For instance dark colours are used in more conservative businesses, bright colours for fun or creative products or services and neutrals for warmth and affection.
If you are unsure about what you are telling your customers generate a short survey to existing customers and the general public asking them how they perceive your image. This will give you great feedback in what you need to do to win more business and how you can make your business more attractive.
Your Image:
Image is everything, however it will build slowly over time and it is up to you as to how you go about getting it out there.
To capture your customers attention there are several ways to get your business image into the market place.
Printed Materials:
These could be your business card, letterhead, advertisements, with compliments slips, envelopes, etc.
Spoken Word:
Word of mouth is a very powerful source for business lead generation and conversion.
Speaking at seminars, local events, meetings, networking functions and other social or business affairs allows you to talk directly to the public about your business. Often taking your message direct to your potential customers is a much stronger form of branding than any promotion or printed material.
Visual Presentations
A visual image is very important to letting your customers interact and see your business in action. Becoming involved with trade shows, graphic displays and special events will allow you to do this. You can also have PowerPoint presentations, visual aids and promotional films that are played at these events or even in your business customer area.
Through careful planning you can build your business image to be an ultimate customer generator.
Every time you participate in a visual presentation of your business you are helping to project and maintain the business image you desire.