Peppers & Rogers: One to One
What comes to mind when you think about a company like Mercedes Benz? Or McDonalds? Or the Nordstrom's department store chain?
Good or bad, most people can conjure up a definitive image about a particular company. It may be great (or lousy) service that comes to mind, the vision of Golden Arches or a certain status or prestige associated with owning a particular product.
Companies work hard at building their reputation — their corporate image — whether they sell directly to consumers or other businesses. A company's image lets customers know who they are and what they stand for. Some spend millions of dollars to create one. Other companies do it by the quality of the goods they sell, the way their store or marketing materials look and "feel" or even the kinds of customers they do business with.
Small businesses need to create an "image" for themselves too — just like the "big" guys. It starts by knowing who you are and who your target customers are. Just like there is a big difference in the customers that shop at Nordstrom's and those that shop at Wal-Mart, there is a big difference in how these stores present themselves.
One is unashamedly upscale, offering unparalleled service. The other is geared to price-sensitive consumers, looking for a bargain. The layout, design, products and even the lighting in the two stores are different, as are their choice of locations. Their marketing approach and materials are very different, too. Yet both are highly successful in their respective niches.
It doesn't matter if your business targets upscale consumers or kids. The important point to remember is that your company's image needs to reflect who you are and what you do. It's fine to want to target upscale customers, for example. But you need to back up your goals with high-quality marketing materials, a certain ambiance in your retail establishment, even down to how the salespeople dress. Marketing to kids on the other hand might mean a more casual, fun approach, although no less professional. Bright colors, fun designs and a kid-friendly environment will help draw your prospects in and customers back.
When thinking about establishing, or improving your corporate image, keep these points in mind:
- Above all, it needs to be consistent. It should be reflected in everything from how the phone is answered to the paper your brochures and business cards are printed on.
- It needs to help you achieve your goal -- what do you want your business to be known for? Does it leave the right — and lasting — impression on your customers and prospects?
- It needs to mesh with who your customers, and prospects are.
- Plan your image based on your audience.
- Can you parlay the image into more business? Is the crystal vase holding those fresh-cut flowers for sale? Are the balloons there to give to the kids? Do the free bakery samples leave them wanting to try more?
And can your business live up to its image? It's not enough to just establish your corporate image. You must live up to it -- every day. Your employees must understand what — and to whom — you're trying to sell, and must practice what is preached. Because if it's just a mirage your customers will see through it in an instant.
© Liz Seegert/Marketing Communications.
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