It’s lunch time and you’re in the mood for a burger. Two fast-food restaurants just opened up across the street from one another. At the first, the employees wear tidy uniforms and serve the burgers in wrappers bearing the restaurant’s logo. At the second restaurant, the employees wear whatever they want and stuff the food into plastic bags from the supermarket down the road. Where would you eat?
Most of us would be put off by the careless attitude of the second restaurant, and head over to the first one. Both places may serve excellent food, but what does that matter if people aren’t willing to come inside to taste it?
In business, as in other areas of life, image is important. Savvy business owners cultivate a professional appearance for their signage, decor and business-related materials. But they shouldn’t stop there. The corporate identity should be extended to marketing materials, as well.
We form up to 11 different opinions about a person within the first minute of meeting him or her. The same holds true for businesses. When a potential customer or client first learns of your company, they make assumptions. When you market your business, you want to make sure these assumptions are positive ones.
Everything from your logo design to color choice visually identifies you and your business. Stick to a single logo and identifiable image for all of your materials, such as letterhead, business cards and promotional materials. If you haven’t done so already, hire a top-notch graphic designer to create your company’s identity. If you have already been doing business with an inconsistent image, it’s not too late to change. When you have your new materials, mail them with a letter introducing your new look to colleagues, friends, clients and prospects.
When your clients see your colors, logo and the overall look of your marketing pieces, they should immediately know it’s yours. My corporate colors, for example, are teal and purple. I send all of my marketing materials in a purple envelope. This makes my mailings easy to identify, and easy for clients to locate among the stacks of mail when I make a follow-up phone call. Being bold can be very user-friendly, and memorable.
Another example of memorable marketing materials that accurately reflect a company’s quintessential self, or essence, are Marci Blaze’s promotional pieces. She is the owner of the Blaze Company, a marketing and public relations firm in Venice, California. Her husband, a graphic designer, designed her letterhead - a hand that appears to be burned onto the page. This play on Marci Blaze’s name demands a lot from her computer printer - she has ruined many - but to her it’s worth it. People know her by that distinctive letterhead. She can’t put a price tag on its marketing value. She’d rather burn up a laser printer or two than sacrifice being memorable.
Another way to make your marketing materials work harder for you is to make each collateral piece do double-duty. In addition to printing your company name and logo on your business cards, include a description in five words or less of your company. This will help people will remember what you do when they are in need of your services.
Creating a professional look to your marketing materials is a surefire way to build credibility. When you follow through with competence and quality, that credibility grows, right along with your business.
