What exactly is corporate image? It is a term that is often thrown into marketing plans and books but what does it mean and why is it so important? Well the best way to describe corporate image is that it’s the look and feel of your business to potential customers. Or in other words, how your business appears from the outside looking in. It’s your logo, the signage on the front of the building, your staff uniforms, the look of your company cars and your website to mention just a few.
It amazes me how many business owners pay very little attention to this part of their business. Often they think it is a waste of money. Sadly for them, this is an outdated way of thinking and it may prove extremely costly once the customers stop walking through the door. People develop a lot of perceptions about a business simply from the way it looks. Your corporate image tells the story of your business. It explains what you do and it positions you against your competitors.
There is a lot of psychology associated with corporate imaging. Certain words evoke emotional responses, some colours portray modern and stylish others old and stable. The use of particular fonts or style or lettering can make a business look old or contemporary, professional or amateurish. One issue is constant – you need to get a professional to develop your corporate image. Just because you own a computer doesn’t make you a graphic designer and the difference between home grown logos and corporate images and professionally produced ones are leagues apart.
Some business owners are a little concerned about making changes, especially to something as significant as the name of a business. But from my experience, and I have done a lot of corporate makeovers, the end result of doing a corporate makeover is always very positive. Its like giving the business a new lease on life. It energises the business, the staff and even the customers.
Have a look at your image. Is it time for you to have a corporate makeover?