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 Your
Business Image - From Stationary to Website
By Fiona Freisen of Ecotoque Communications
We all understand the concept of the 30-second infomercial we present
when introducing our business, but we also need basic promotional materials
that speak on our behalf and present a consistent business image after we
have left the room. Following are basic graphic elements you need for your
business and how to help them work together as a clear and concise
promotional package.
Your Logo - Your logo sets the tone of your business image and
can be your lifelong partner in all your promotions. Begin with the colours
you like and try to think of some descriptive words to describe your style
or approach. Is there an image that comes to mind when you think of yourself
or your business - a flower, a geometric shape or a photograph that can be
used to symbolize what you do?
Always keep a digital copy of your logo. Have it saved in multiple sizes and
resolutions so you can use it for different marketing purposes - anything
from billboards to websites. If your logo has a text component and a graphic
component (which is ideal), consider how you can use each of these
components separately. For example, use the graphic component as a watermark
on your business stationery and use the text component as a banner for a
tradeshow booth display.
Your Business Cards - In addition to your contact information and
logo, consider a tag line that defines your business. Take advantage of the
backside of your card to provide supportive information about your business
such as specific products or services. At the printers, put some thought
into your paper choice. Ask to see samples of both the card stocks available
and the ink colour. As with any printing job, always ask to see a proof
before your full order goes to press.
Your Business Stationery - Business stationery is another
great opportunity to feature your logo and repeat the basic contact
information for your business. Consider all those bills you get in your
mailbox - you know what’s coming when you see the envelope because large
corporations are experts at marketing their image. Why should your business
be any different? With professional letterhead you can make sure that all of
your invoices, hand-outs and flyers have a consistent look and feel. If you
need a more professional or glossy brochure, hire a graphic designer and
provide them with all the other promotional materials you are currently
using so they can either keep your image consistent or make recommendations
to improve your overall packaging.
Your Website - When a client looks up your website address
from your business card, they should instantly be able to make a visual
connection that tells them they are at the right place. Your logo, your
photo and overall business colour scheme should be easily identifiable and
reassuring. Feature the same graphics you used on your business card and
other business stationery.
Your website is also a great opportunity to provide support information
about your business, such as your mission statement, details about your
product and service and satisfied customer testimonials.
Your Displays - How much effort do you put into your wardrobe
and hair before you attend a major networking event? Do you put the same
amount of work into your tradeshow booth or display? There is a not-so-fine
line between a professional display booth and a science fair project. Again,
pull out your business colour template. Perhaps you could match the
backboard or tablecloth to your strongest colour, and use secondary colours
as mattes around your literature or the paper colour of your photocopied
materials. If you are going to invest time and money into reserving and
setting up a booth, put some thought into getting the look right. Recycling
the creative thinking you used for your other promotional projects can
significantly reduce the time and costs involved with putting your display
together.
I hope this provides you with some simple and creative means to market and
keep your business image consistent. We want to know who you are and why you
are different, and if we can’t talk to you personally, we want your business
image to speak on your behalf.
Fiona Friesen of Ecotoque Communication offers graphic & web design
services. Fiona is helping businesses grow their business image by currently
offering a $100 Logo Design Special. Contact
ffriesen@ecotoque.com or
403.397.1487 for more details.
www.ecotoque.com
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