To present an image of success, pay particular attention to these three areas:
- Marketing literature – including your corporate logo, business cards, stationery, newsletter, brochures and flyers
- Online presence – your Web site, blog, e-zine, and online ads
- Media coverage – such as quotes in articles, articles you've written, and TV or radio interviews
Together, these elements are your business's packaging. Be sure how you're presenting your company is how you'd like customers to perceive you.
Action Steps
The best contacts and resources to help you get it done
Spring for a corporate logo.
Nothing says amateur more than a homemade logo and brochure design. Your image is no place for do-it-yourself.I recommend: Companies like LogoWorks, LogoDesignGuru, and LogoDesignWorks will create a logo for you. Or search the member directory of the professional association for graphic designers, the American Institute of Graphic Arts (AIGA).
Invest in supporting marketing materials
Now that you have a logo you can be proud of, put it on all your marketing literature, such as your business cards, stationery, and brochure.I recommend: With VistaPrint, you can design your own business card or use one of their online templates to start the process for very little cash. They can also do stationery and brochures. For low-cost postcards, try ImageMedia. And for regular customer contact through newsletters, Constant Contact is an excellent choice.
Set up a Web site
Since so much business is now done online, you're missing out if you don't have a Web site to alert potential customers to your business.I recommend: Start by registering your domain name – your online address – at a company like GoDaddy or Directnic. If you really want to create a site for yourself, check out Killersites for help. Otherwise, leave it to the pros at companies like LogicalSolutions or Heritage Web Solutions.
Announce your success.
Since success breeds success, you'll want to get everyone you know talking about your business and how well it's doing. The most effective way to do that is through public relations.I recommend: Find out what stories reporters are working on by subscribing to PRLeads and then offer to be a resource for relevant articles. Or send out your own press release using PRWeb, Bacon's, or PRNewswire.
Tips & Tactics
Helpful advice for making the most of this Guide
- Consistency is key when upgrading your image. You can't overhaul your Web site but leave your brochure looking terrible and your receptionist sounding unprofessional. Take steps to ensure every aspect of your marketing matches the image you're shooting for.
- To determine where to focus first, ask customers who didn't buy from you what turned them off. Then pay attention to improving that area, whether it's incomplete quotes or disheveled sales reps.
- More communication always impresses customers, no matter what your logo looks like.
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