Creating the Right Business Image

Customers have many choices when deciding where to spend their money. The image your business creates for customers is therefore critical in terms of whether they will do business with you in the first place and whether they will return to you in the future.

If you want to improve your sales figures, or get more clients, or keep the customers you have coming back, you have to actively work at creating the right image of your business at all times.

It’s about identifying the needs and wants of a particular target market and creating an experience for your customers which exceeds their expectations. It’s about aiming all of your promotion at that particular market and ensuring anyone your marketing material reaches, is clean on the benefits to be had from your product or service. Smart positioning depends on understanding the target market and the image that market expects to see when buying your product or service.

So, everything that you do within your business needs to enhance the alignment between the product or service you sell and the expectations of the customers you want to attract. To do this well you will first need to understand what your targeted customer wants and needs; what your competition is offering – its strengths and weaknesses; and most importantly, the benefits that your targeted customer will receive as a result of purchasing your product or service.

To begin, look at the image of the product or service you are selling. Be clear on how your product identifies with the needs of your target audience.

Next, examine your strongest competitors. For example, look at their marketing strategies and materials, pricing, image, employees, website and social media, bricks and mortar premises and their on-line presence. Mystery shop your competitors and learn all you can about the customer experience.

Now, list the most outstanding or noticeable aspects of your own service or product. How is it the same and how is it different from that of your competitor? Talk to your customers about their experience and be prepared to listen with an open mind. Ask yourself, “Are there things we can do to excel over our competitors? Are their gaps in the marketplace just waiting to be filled?”

Now, look at the image currently projected by your own business and compare it to the imagine that you will need to create in order to achieve credibility. Is it time to update your fixtures and fittings? Does your marketing collateral need a facelift? Do your staff look, dress, speak and behave in accordance with the image you want to project?

How do your customers come in contact with your business? For example, are they attracted by word of mouth, through contact with your staff at networking events, by reading a flyer or social media post? How does their first encounter look?

The customer’s first encounter leaves a lasting impression. Are they greeted at a tired old reception area, by a sour look from a sales consultant, an uncomfortable seat or a dreary, outdated reception? Does the décor at your premises genuinely reflect the image you want to create for your business? Does your website appeal to your target group? Are your marketing materials up to date or do they look a little worn and torn – a little “yester-year”?

Think about how you employees present themselves: their speech, their grooming, their professionalism — product knowledge and general attitude. The impression you create in face-to-face contact must reflect your desired position in the market. People are seeking your credibility on the product or service you sell. Convincing others of your credibility requires marketing yourself, which is an active process.

Here’s a place to start:

1. List all the paper involved in your business (tags, boxes, stationery, invoices, receipts, and cards). Does it reflect the image you want to project?
2. How does business name and marketing materials reflect your desired position in the marketplace? Does it communicate the strength you have in the market (price, service, and convenience)?
3. How do you present yourself to the customer? How are the phones answered? How are messages left? What does your answering message say? Do you have a corporate uniform that forms part of your image? If so, is it worn with style?
4. Name your favorite product or service. What are its features and benefits?
5. What image would a customer get when they first enter your premises or come into contact with your business for the first time? In what ways can this be improved?

Remember to talk periodically to your customers about your image. This is a good way to make sure that your customers view the business in the way you want it to be seen.