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ASK
OUR EXPERTS...
I’m starting a new business and need help with my
business image, where do I start?
By Kymber Chessall of ColorStyles
Your business image (or corporate brand) is all about communicating the
essence of your company, your products and services by combining visual
communication with behaviour to create a meaningful message in the public’s
mind. Whatever your business or size of business, creating a strong and
memorable image and realizing how it’s perceived by your customers and
employees is an essential ingredient in building your business credibility.
Unfortunately there is no formula in creating a business image, it’s a
personal and subjective matter that requires careful thought, common sense
and creativity. Your image should represent your organizations key values
and beliefs. It should deliver a unified message about who you are and what
you do while appealing to the emotions of your existing and potential
clients. You want them to instantly connect with your business, draw them in
and make them want what you have to offer.
Start by writing down all the adjectives you can think of to describe your
business and define exactly what your business does. Define those core
qualities, then imagine your customers using your product or service and
realize how your business is enhancing their lives. Put it all into one
sentence that expresses your ultimate mission statement.
Your message should be a guiding principle for all your visual communication
choices. Choosing a set of colours and fonts and use them in all your
communications. Colour can act as a silent salesperson; it can entice and
attract people, it triggers feelings and emotions. Your image should be
inspiring, exciting, clear, engaging and you must deliver on your promise in
all areas of your business.
Your brand should be reflected in your store design, employee behaviour,
collateral materials, advertising and promotions and a “brand promise” must
be delivered throughout the organization - consistency is crucial. Test
different brand ideas on a variety of different people to be sure you are
sending the right message.
An image is built over time and the more people associate these core
qualities with your business, the more branded you become as long as you
stay true to your purpose and vision. In order to become successful, you
must first appear so. And when you are clear about your mission, you will
naturally attract what you need to stay successful.
For more advice on branding, contact Kymber Chessall, IDT at
info@colorstyles.ca , call
403.398.3701 or visit
www.colorstyles.ca
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