Creating A Winning Image
...worth more than you might think

 

You may not realize it but large corporations spend millions of dollars and years researching the best image for their company.   The image that you create for yourself can oftentimes be the difference between success and failure.  Now what exactly does image mean?  It's simply the personality of your company, and its products.  People choose companies to do business with, much like they choose friends.  They are simply attracted to some and not to others.   I'm sure you know a few stores that attract you.  Why?  It's most likely their personality.  I bet that you could describe those companies in terms of personality traits.  Take Pottery Barn for instance.  They have worked hard to create an inviting, comforting image that offers the security of home.

 

You may not even realize it, but your company already has an image.  It's created by the way you answer the phone, and the way your employees dress.  It's communicated through all of your promotional materials including your business cards, brochures, and even your sign.  Many times, small businesses will work hard to appear as if they are successful and professional.  The sales people may be very polite, and the music on the stereo may be soft and soothing, but their marketing materials often suffer.  When any part of your marketing materials are unprofessional, your customers immediately perceive you and your business the same way.

 

Even if you run a one-person operation, your image can appear to be that of a 1000-person corporation if your identity strategy is consistent throughout all of your materials.

 

So what does it take to design a great corporate image?  It's best to start with the foundation of  the company: the logo.  The logo is perhaps the single most important part of your entire corporate image.  It is here that you have the opportunity to communicate to your customers the personality of your company, whether you're sophisticated, friendly, elite or fun.  Every company has its own personality.  That's what differentiates you from your competition.  Remember that your logo speaks for your company 24-hours a day, even when you're not there. It should encapsulate the values and mission for your business and serve as a visual representation of your company.  It is there to sell you and your business.

 

A well-designed logo should have long lasting style.  Since it is the foundation of your corporate image, it needs to represent your company for years to come. 

 

Legibility is also another major consideration when designing a new corporate identity.  Be sure that your image is clearly legible, and easy to see from even a great distance.  One mistake that companies often make, is that they have a logo that works well on their business cards, or in their newsletters, but is completely unreadable when it is used outside on a sign or a billboard.  Always plan ahead and presume that it could be used in one of these applications in the future.  To test for legibility, print it fairly small on a sheet of paper and step back to see if you can still read it.

 

Color is another important consideration.  Be sure that your logo reads well in color and black and white.  A good logo should be able to stand on its own in black and white.  With fax machines, this is imperative.  And it's nice to not always have to print full-color materials just because the logo is colored.

 

So how does your company come across to potential customers?   If you're not sure, then it may be time to address the issue.  Give Red Rocket a call at 970.674.0079 and let us help you launch a new image.

 

Other Considerations:
Although those are the three most important factors when it comes to creating an effective Web site, don't overlook the obvious.  Always remember to keep your site looking professional, respond promptly to email inquiries, and remember that customer satisfaction is number one.

Now that you have an idea of what the crucial factors are for creating a highly effective site, get out there and get your hands wet in the world of online e-commerce.  Don't let everyone else pass you by when you could take the money and run.