Company identity consists of more than just graphics. Identity is how your company is perceived is the minds of your customers. This image should be purposefully constructed along many dimensions and encompassing many different elements. The following are some of the most important:
Slogan. Mentally, this is one of the first things customers will associate with your company. Thus it is one of the most important dimensions of your company identity. Radio, television, billboards and promotional merchandise are some of the best ways to chisel your slogan into the heads of the public. For maximum effect, you should keep the same slogan for an extended period of time. Repetition, and thus familiarity, is often the key to success.
Price. Be open an honest about your prices, whether they're bargain basement or luxury-level, as they're sure to become attached to your overall image. And make sure your prices fit with the other elements of your company identity. Sales will become much simpler if customers know what to expect when they come to you.
Personality. Do you want your company portrayed as solemn and serious? Different, thinking outside-the-box? Flashy and alluring? Modern, cutting-edge? Kind and friendly? Your company's personality will shape, and be shaped by, all the other dimensions of identity.
Benefits. What are you offering your customers? What can they expect from your products or services? Whether it's value, safety, quality, or style, the tangible and emotional benefits provided by patronizing your company are a large part of its identity.
Values. What do you stand for? Environmental friendliness? Education? Technological advancement? To establish your company values in the minds of consumers, you can use press releases, mission statements, slogans, or company newsletters, to name just a few methods.
There are many other dimensions of company identity, such as sales behavior (like Saturn automobiles), geography (Pace picante sauce) and longevity (Levi's). The above-mentioned are only a few of the most vital. But along whatever dimensions you choose to build your company identity, always remember to strive for coherency. Also, it is important to check frequently to make sure the identity you're striving for is mirrored in the actual image customers have of you.
Author: Rick Sheldon has 18 years experience in the Promotional Products Industry and is currently CEO of Save on Promotional Products Inc. a Discount Online Promotional Products Company. He can be contacted at:
1-800-204-0525;
email: rick@saveonpromotionalproducts.com;
or visit www.saveonpromotionalproducts.com. |
