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How Your Corporate ID Defines Your Business
A man is walking toward you. He is wearing a faded t-shirt with a stretched out collar and a few holes here and there. His jeans also have a few holes, are frayed at the ends and he has them cinched tight around his waist with a belt. Maybe they are too big by intent. Maybe he has just missed a few meals. The man is unshaven, his hair is a long, wild mess and he seems like he might need a shower.
Do you clutch your purse a bit more tightly? Do stand up straighter and puff up your chest to try to look tougher? As he passes, do you avoid eye contact?
Another man walks by. He is well-groomed and wearing a neatly pressed suit that fits him well. He carries a leather briefcase and it matches his leather shoes.
What is your reaction now? Do you smile and say hi as he passes?
If we were to compare ourselves to corporations, then the clothes we wear, the vehicle we drive, and even how well we groom could be considered our corporate ID. They say that looks don't matter, but we all know that isn't true. How we present ourselves to the world plays a large part in how the world presents itself to us.
I know a man who is closer to the first example than the second. He is the multi-million dollar owner of a successful software company, though you wouldn't know it by looking at him. The people who do know him accept him as the friendly, honest, highly intelligent man that he is. However, those who don't, the new customers if you will, might be a little put-off by his appearance.
His argument could be that he's in a position to not really care what other people think of him, and he may very well be right. On the other hand, if he weren't a multi-millionaire, one might imagine him having a hard time getting a job.
Business often works on appearances, too. You don't really see very many large companies that don't take their public image seriously. Even the market leaders care about what the public thinks of them, despite how successful they are. And the reason for this is that they didn't become market leaders by ignoring their corporate ID. Many of the largest, most successful companies in the world have spent millions of dollars to create an image.
Going back to those two men above, if you knew nothing else about them, other than they both sold the same product, which one are you more likely to trust doing business with? What if you never saw either man, but only the businesses they run? This time, the scruffy looking guy has a polished, professional corporate appearance, while the other man's logo is photocopied onto a cheap flyer and is something you recognize from Microsoft Office's free clip-art collection. Who are you more likely to trust with your credit card now?
When your business has a professionally designed logo and backs that up with a complementary ID package, including stationery, business cards, web site, to even the look and feel of your store, and the way you write your letters and answer your phones, you are creating an image of consistency and reliability in the minds of your customers.
A good company with good products will eventually build a good reputation, and a solid corporate ID can reinforce that reputation. This is where a professional design firm can help.
Investing in a professional logo and ID package may not bring in customers by itself any more than simply buying a brand new suit will land you a job. However, just like a new suit, a polished resume and a firm handshake can help create a positive and lasting impression on a prospective employer, your logo can help to create a positive reinforcement of the value and quality of your business.
As the reputation of your company grows, the consistent and frequent use of your professionally designed logo will become the anchor in the minds of your customers. When they see it, they will think of your product. And when they think of your product, they will envision your logo, rather than those of your competitors. Think it can't work? When you think of athletic shoes, can you envision a swoosh?
So, how well is your business presenting itself? Contact us today to find out how we can help you.
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