Upgrading Your Business Image

Spruce up business image and message and you'll garner new business

By Marcia Layton Turner

Every touch point customers have with your business is an opportunity to present a professional, upscale image. From your business card to your brochure, website, logo, phone system, and even your attire, you have control over what impression your company makes. 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 such as your website, blog 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 brand. Be sure to present your company the way you want customers to perceive it.

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.
Try: Companies like LogoWorks, LogoDesignGuru, and LogoDesignWorks will create a logo for your small business. 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.
Try: 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 website to alert potential customers to your business.
Try: 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 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.
Try: 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, Cision, or PRNewswire.

Consistency is key when upgrading your image. You can't overhaul your website but leave your brochure looking terrible. Take steps to ensure every aspect of your marketing matches the image you're aiming 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 a weird logo or disheveled sales reps.