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Attract Business How to Develop a Strong Company Image |
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Written by Jim O'Connell
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Wednesday, 16 September 2009 15:13 |
When developing or maintaining a strong company image, there are four key components. Your image or lack there of sculpts how the general public views your business. Below we explore each piece of your image’s puzzle. 1. IDENTITY
The core piece of a company image begins with the logo. This concept is nothing new. Product branding is found on ancient vases by means of a symbol which is imprinted by the craftsman.
Today an identity comes in the form of a logo and color scheme. Companies that have turned branding into an art form included Apple, Nike, and Starbucks. If you break it down, though, it’s simplistic in execution. What these companies do on a large scale can be done on a small scale.
Step 1. Symbol
Create a simple but strong logo. Resist the temptation to turn a logo into an elaborate illustration that explains the entire business.
A logo should be simple and easily recognized at a quick glance. It’s important to remember that your logo will take on many sizes and mediums.
Step 2. Corporate Colors
Once a logo is created, the next thing to do is to choose two Pantone® colors. Pantone® is the color standard for the print industry. Using Pantone® colors will guarantee that each time your logo is printed it’s reproduced exactly the same.
Step 3. Corporate Fonts
Choose your corporate fonts. Limit your font usage to two font families. Choose a serif and a sans serif. Most font families allow for flexibility in a wide variety of font family variations such as italic, condensed, extra light and extra bold. By limiting your identity to two font families the result is a consistent, “clean” image across all of your marketing pieces.
2. SALES COLLATERAL
Brochures, folders, sales sheets, and catalogs all fall into sales collateral.
Collateral is all of your company’s informational pieces. Collateral explains in detail who you are, what you do, and why you’re the best choice. By designing these pieces with a consistent look (outlined above), you begin to develop an overall image. Each piece should use the company logo, corporate colors, and corporate fonts. In addition, consider graphical elements, photo treatments, illustration style, and copy tone.
Many times your sales collateral is the only impression a prospective customer receives. By creating a consistent identity and consistent collateral, you create an advantage. Prospective clients now view your company as a professional, established organization.
3. ADVERTISING
While collateral is informative, advertising is persuasive. Take all the benefits outlined
in your sales collateral and determine what separates you from your competition. The personality of your company is then created. Whether it’s classy, high quality, superior value, or radical; it should be expressed in your advertisements. You then build your ad with identity elements, additional graphical treatments, and creative copy. When developing ads, ask yourself who the target market is. An advertisement’s impact will change with demographics. Vocabulary, imagery, views of what’s funny,
cool, etc., change by age and gender.
4. WEB SITE
Tap Into the Power of the Web
The power of the internet is literally at your
fingertips – as well as you customer’s. Connecting has never been more instant or interactive. Take your business’ potential into another dimension. Make it even easier for your customers to learn about and buy from your business.
Content Management Systems
The days of the static online brochure web sites are over. In order to be competitive on the web you need to be able to keep your content fresh. That’s where Joomla comes in. Joomla is a Content Management System (CMS) that allows you or your staff to update your web site in-house. Now, you’re no longer at the mercy of the “web guy”. This also opens up your web site to be a direct dialog between you, your customers and
the public.
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