Everyone’s heard of the saying ’
You never get a second chance to make a first impression’, right? If you grew up in the 80s, then you’ll probably remember it being used on the Head and Shoulders adverts. Not only was it a catchy tag-line, but it was also a lesson that has stood the test of time – and it’s as applicable to the condition of your marketing material as it is your hair!
Company image is everything, no matter how large or small your business. OK, so we’ve had it drummed into us that we shouldn’t judge a book by its cover, but the truth is we do. People – your potential customers – make value judgements based on how they ’
feel’ about your brand, and the way they feel is certainly initially based on the impression you give – on how you look.
If your company image is weak and you’re using poorly designed and thought-out marketing material, then it simply won’t attract people’s attention. To be frank, if you’re not putting the time and effort into how you look, then you can’t complain if people take no notice.
Organisations like Apple put a huge amount of time, money and resource into how the company looks and how they and their products are perceived by both their existing customers, as well as the public in general. Clearly they are hugely successful at doing this. They consistently top the various ‘Best Brands’ lists. For many, their products appear cool, innovative, modern, and perhaps most important, desirable.
Of course, Apple is a phenomenally successful company and has a marketing budget most of us could only dream of, so the likelihood is that as business owners or marketing professionals you don’t have the means to allow for something of their scale. However, there are some fundamental key principles you can follow that can help you make sure your image and marketing content makes the right impression with existing and potential customers – giving your business the best chance in your market.
Starting next week I’ll be taking you through my seven steps to making your marketing more successful. It’s a set of principles that I’ve used with customers for a couple of years that have proved very successful and it starts with the foundation, who you are and your brand. Check back next week to find out more…
If you can’t wait that long, you can download the full guide by clicking on the button below.