In many industries, image is one of the last things business owner looks at. If business is not booming, they assume there is something wrong with the sales method, as opposed to the image. "If we just sent out a few thousand more fliers" they say, "we will get some more clients". When in reality, they should be looking at how the message they're sending to their target market is perceived in the first place. Here are a few pointers to look at:
-Color-
Colors evoke innate responses, which means not all colors are suitable for all business types. How does red make you feel? Angry, in pain, tense? It's tricky. In the financial industry red is negative (in the red). In the world of health, red can represent discomfort, not good for people offering pain solutions. In fitness, red is very sporty and stimulating. How about blue? It tends to be calm and soothing. Blue can range from fun and playful sky blue to dark, corporate navy. Green is often associated with natural things, or 'go' and money ? depending on the shades.
Yellow/orange/reds/browns in combination stimulate the appetite - think fast food and candy bars. Red is tricky. In some instances red means power and is striking. Purple can very easily go from sophisticated, royal aubergene to kid's grape (Barney). Orange is still a little weird and often used as a shocker, not as the dominant color. The only industry that can get away with almost any color is Tech.
-Personal Preference VS Market Preference-
People often let their own personal tastes rule their image decisions One's color preferences and styles may not suit the audience they are targeting. What style of design appeals to you? Now imagine that in the eyes of someone quite different, like your grandmother.
For example: being too sporty and athletic when your target is professional businesspeople. Too earthy and organic when your target is average Joes. There may be imagery that means a lot to you in your profession, but doesn't mean much to your target market. It may even scare them. Step back and look at your business as if you've never encountered it before. Imagine what might attract clients, or help explain simply what you do. Realizing that your image needs to portray a certain message to the general public, not the you or your colleagues, is the first step to image success.
-Looking "New"-
Just because you've only been in business for a few days, doesn't mean you have to look like it. Having a well put-together public image will build trust and a solid reputation. Taking a little time and care instead of quick 'good enough' fixes will help you appear more established. Potential clients may not consciously pin point it, but they will pick up on the homespun factor or the generic Staples business cards. How does that affect your credibility? It is good to get your name and information about your business out there. However, when it comes to points of contact like brochures and web sites, if they are messy and difficult to read, they aren't doing you any favours. There are professionally designed, inexpensive web templates that can do a great job until you are ready for a custom web site. Find a real printer and ask them have a look at your layout and make sure your type isn't falling off the edge and that the images sharp.
-Looking like everyone else-
You have a lot of competition. If everyone in your industry uses the same symbols and goes for the standard solution, how will you stand out? What makes your business unique? Is it the name? The location? Is there something meaningful to you that you could incorporate into your identity that shows your uniqueness, or that speaks to your target audience? Maybe a new take on an industry symbol. It could be as simple as having a blue card with a different typeface. Imagine this amongst a sea of black and white, times roman everything centered cards.
-Looking good on a shoestring budget-
If you can't hire a designer there are a few things you can do to help look like a pro. Have things printed professionally ? it is much better than your bubble jet. Don't make all the type gigantic. Give everything some breathing room by not butting up against the edge of the page or pictures. Line things up. Look at the competition. Compare your work to professionally designed material and try to notice the differences that make theirs look cleaner. Put your own tastes aside and ask your target audience for their opinions and then listen to them.
Faith Seekings is the owner of Faith Seekings Design. She works with business owners to help align their business goals with their business image. She can be reached at 416.368.8956 or email faith@faithseekingsdesign.ca
About The Author
Faith is a graphic designer trained at George Brown College in Toronto. With more than 8 years' experience as a designer and project manager, Faith has created logos, stationery, advertising campaigns, ecommerce solutions, websites and collateral material for a host of clients, including: Rogers Cablesystems, Daniels Properties, Zona Health, Nooro Online Research, Agent Wildfire, Nymity Privacy Services and more. Faith is a skilled designer with a keen eye for the strategic as well as the tactical elements of graphic design.
one time home cleaning Morton Grove ..The start of a new year is a time for... Read More
When a regulator finds a target to go after to... Read More
Attorneys and Lawyers are ruining the franchise industry. It is... Read More
Franchising companies often use Business Broker to help attain sales... Read More
Should your business have a toll free number for customers... Read More
Whether you operate a chain of restaurants, a mom-and-pop convenience... Read More
You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More
Nothing can drive a business down faster than customers who... Read More
Q: I have outgrown my home office and need to... Read More
In today's fast paced marketplace it is easy to neglect... Read More
Do You Really Need a Toll-Free Number for Your Business?... Read More
The temporary staffing industry continues to expand, with yearly double-digit... Read More
Work smarter, not harderWhat is one of the best ways... Read More
There are many choices when thinking about a small business... Read More
How often has someone thought of starting a business based... Read More
Don't you find that there are so many decisions you... Read More
Ask anyone trapped in a cubical about their entrepreneurial dream... Read More
I am simply amazed at the problems some of my... Read More
Ok, so next to the taxman, your company payroll department... Read More
Pity parties are nothing new. In fact, we do it... Read More
Part of the power plan is making sure you have... Read More
All cities have a purchasing office and/or a procurement officer.... Read More
Seventy percent of US households use the web when shopping... Read More
The Operations Plan is a critical component of any business... Read More
Now that winter has passed, the annual ritual of spring... Read More
eco-friendly cleaning service Glencoe ..Why should you do informative talks to smaller groups?Informative talks... Read More
The Workers' Compensation situation in this country is unbelievable. Why,... Read More
So you want to get into the auto detailing business... Read More
If you run a pressure washing business it is a... Read More
Now that you have invested your time, energy and money... Read More
How do you know when an alliance needs to be... Read More
As a successful small business owner,you're accustomed to long hours;... Read More
Announcements can be handed out as a business cardAnnouncements can... Read More
All legitimate home business entrepreneurs insist and announce loud and... Read More
Q: I'm curious. What is the dumbest business question you've... Read More
Don't let your customer satisfaction research initiative collect dust on... Read More
Now that winter has passed, the annual ritual of spring... Read More
Traditional advertising methods are still being used for almost 90%... Read More
Obtaining a business credit card enables the small business owner... Read More
If you are a small business you know that you... Read More
You need to be visible to attract customers, right? But... Read More
Do you spend every waking minute in your business? Do... Read More
At first glance, this topic may seem a little repetitive,... Read More
There is a rather famous true story called "Acres of... Read More
Congratulations, you are starting a small business! You are taking... Read More
Many government department heads are on the take. Oh they'll... Read More
$37.4 million funded from venture capital today. $86.4 million funded... Read More
When do you need to get more involved with the... Read More
You'd like to go into business for yourself, and believe... Read More
Where would a business be without a business plan? A... Read More
Small Business |