Image Making--Appearance Is Everything

An image comes slowly over time. It's up to you to build itwith foresight and care. There are many ways you can develop yourown special image. These include:

Printed materials: As a small-business owner, youcan't afford to ignore even the smallest detail in thiscategory. And one of the most important printed pieces is yourbusiness card. A business card says a great deal about a business,and it is often the first and only thing a potential customer sees.These days, you can do a lot of creative things with businesscards, if you have help from a good artist and printer. They willalso incorporate your special message and logo onto stationery,letterhead, pamphlets and brochures. In general, if you want toconvey the image of a "no-nonsense" operation, keep yourprinted materials subdued and businesslike. This doesn't meanboring, however. Use quality paper stock, make your logo prominent,and use boldface type.

Health-care professionals, secretarial or temporary-helpservices, and financial consultants are a few examples ofbusinesses that usually prefer to maintain a serious image. If yourbusiness is less formal and more "fun," then you shouldprobably be a little more creative. Use brightly colored paperstock, or try a foil stamp to add glitter. Catering services,design firms, and boutiques usually opt for a more graphicalimage.

The spoken word --Many times, taking your messagedirectly to the public is better than putting it in print. Everytime you speak at a meeting, lecture at a nearby college, ornetwork at a cocktail party, you are personalizing your business bypresenting your

position to others face to face. Don't ever underestimatethe power of word of mouth as a tool for advertising, promoting,and enhancing your business. You can call yourself a truehumanitarian, but unless you get out there and help the homeless oranother charitable cause, no one will believe you. You may want tobe known as the expert in clothing executive women, but no one willknow until you start holding monthly seminars or fashion shows inyour boutique. You also need to dress the part. In other words,your business should be an extension of yourself.

Visual elements --An image is most of all visual. Films,graphic displays, trade-show exhibits, and special events are allpart of making a visual image. Videos are used in all facets ofbusiness.

The fashion video, for example, has hit the showrooms ofclothing manufacturers and is used for promotion in retail stores.The computer has made it easy for almost anyone to createsophisticated graphic displays. With all the competition forattention in the marketplace, it is increasingly difficult for theentrepreneur to gain visibility, especially the right kind ofvisibility for his or her image.

Building an image takes time and careful planning. If you knowwho your audience is, and what they want from you, you are ahead ofthe game. The next step -- defining what your image should be --involves taking a good look at your business and/or product, anddeciding how it would best fit in the marketplace.

The final step -- establishing your image -- is an ongoingprocess. Remember that any time you distribute printed materials,appear and speak in public, or produce any visual aids or events,you are helping to project and maintain the image you desire.