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, you can'tafford to ignore even the smallest detail in this category. And oneof the most important printed pieces is your business card. Abusiness card says a great deal about a business, and it is oftenthe first and only thing a potential customer sees. These days, youcan do a lot of creative things with business cards, if you havehelp from a good artist and printer. They will also incorporateyour special message and logo onto stationery, letterhead,pamphlets and brochures. In general, if you want to convey theimage of a "no-nonsense" operation, keep your printedmaterials subdued and businesslike. This doesn't mean boring,however. Use quality paper stock, make your logo prominent, and useboldface 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 message directly tothe public is better than putting it in print. Every time you speakat a meeting, lecture at a nearby college, or network at a cocktailparty, you are personalizing your business by presenting yourposition to others face to face. Don't ever underestimate thepower of word of mouth as a tool for advertising, promoting, andenhancing your business. You can call yourself a true humanitarian,but unless you get out there and help the homeless or anothercharitable cause, no one will believe you. You may want to be knownas the expert in clothing executive women, but no one will knowuntil you start holding monthly seminars or fashion shows in yourboutique. You also need to dress the part. In other words, yourbusiness 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 ongoing process. Remember thatany time you distribute printed materials, appear and speak inpublic, or produce any visual aids or events, you are helping toproject and maintain the image you desire.
