Many small businesses may not recognize the significance of their company’s image. Here is a low-cost marketing formula that can help small businesses improve or establish their image. I spoke with Evan Paull, the owner of Independent Sign Consortium (ISC), a sign making company in Annapolis, Maryland, that has experienced steady growth since its establishment in 1996. Additionally, I interviewed Allison Green, the marketing director of Revisions, a non-profit organization located in Baltimore, Maryland, with a mission to assist individuals with mental illness.
Many small companies mistakenly believe that a corporate or company image forms spontaneously. Thus, they perceive that the business has minimal or no influence in shaping the resulting image. Frequently, such companies postpone any form of investment in a public image because they consider it as an expensive indulgence. Only when confronted with negative publicity or an unfavorable incident do they realize that it necessitates effort to enhance or establish their appearance. However, if one waits until such situations occur, the expenses incurred will inevitably be higher.
According to Allison Green, a well-crafted image is crucial for successful businesses as it sets them apart from competitors and establishes a strong public presence. This distinct corporate image plays a significant role in various aspects of the business. For public relations, the image is essential in attracting new customers and ensuring repeat business. The finance departments rely on the image to impress investors and shareholders, conveying stability. Additionally, having a favorable image makes employees feel more secure within the company.
An image should always accurately reflect the substance of a company. Nevertheless, it is only a perception, an appearance, a representative look of that substance. As Green states, it does not necessarily need to be expensive to accurately represent the company. If a fat corporation has unlimited funds, they can create a new image or modify an outdated or damaged one. However, those of us with more limited resources can accomplish this even better with just a camera, a copier, and an ink jet printer by adding some creativity.
When it comes to certain matters, such as safety regulations or legal issues, it is important not to take shortcuts. In this case, it is beneficial to focus on appearances and prioritize style over substance. The concept of “you get what you pay for” does not necessarily hold true here. It is crucial to remember that the image you portray should accurately represent the quality of your products or services. As Evan Paull highlights, even with limited resources, a skilled set designer can still achieve impressive visual results.
Firstly, examine your current image and identify elements you find appealing. Determine which components can or cannot be modified, such as the name. Evaluate aspects you strongly dislike or that require significant improvement. Observe the neutral parts of your image as well.
In order to create a positive or cost-effective revamped image, begin by identifying businesses that already possess the desired aesthetic. Start with your competitors. Gather their brochures and other printed materials, particularly business cards and annual reports. Visit their premises and make note of the signage, decor, furniture, and display cases.
Next, investigate other businesses that have a look or appearance that you find appealing and make a positive first impression. Even if they are not suitable for your specific needs, identify elements of their appearance that you like, such as a logo, sign, or color combination. If possible, take photographs. Search through magazines and catalogs, cut out logos, advertisements, and images that convey the image you want to achieve. Carefully analyze fonts, letterheads, and graphics. In many cases, things may not be as they initially appear. “Gold lettering on a sign might not actually be gold, wood grain may not be real wood, and marble floors are often not made of actual marble… In these instances, a designer or architect have examined the project’s surface and selected materials that fit their design vision and the client’s budget,” explains Paull. “When developing a company image, you should start seeing things on the surface in a similar way to how an artist would see it. When an artist paints a tree, they don’t physically crush a real tree onto the canvas. They observe the tree and realize that it consists of various shades of green and brown pigment. Then, they recreate the tree using different materials. The outcome is not an actual tree but a valuable representation. When creating your new company image, try squinting your eyes to perceive things differently,” suggests Paull.
Take a fresh perspective on all elements that contribute to your public image, such as your logo, sign, displays, letterhead, brochures, annual reports, walls, and floors. Paull advises to examine them closely and observe how colors can change and shapes can transform. Notice that shades of red can give the impression of multiple colors when lightened or darkened. Movement can also impact the perception of color, size, and shape, particularly for signs. Consider how an expensive die cut on the cover of an annual report can create a striking contrast of colors instead of appearing as a cut-out. Remember that the lighting conditions, whether it’s direct sunlight, fluorescent lighting, or incandescent light, as well as the direction of lighting (from above versus from the floor or a table lamp), can all have distinct impacts on how things are perceived.
Transform these observations into inquiries about cost reduction. Are you truly in need of an expensive four-color processor for your brochure or annual report in order to achieve the desired aesthetic? Is it necessary for your lobby furniture to have chrome accents in order to emulate the image you observed in your competitor’s lobby? Do you dislike your old display, or is it simply the colors being utilized that are irksome? Is it essential for your sign to be constructed from costly reflective or translucent materials? Is lighting being utilized proficiently to highlight or emphasize your projects? Is lighting being utilized at all?
When a man enters a discount department store in a shirt and tie, customers perceive him as an employee. If he dons a jacket as well, they assume he is the manager. Similarly, your customers will form their opinions about your organization based on the external image you project to them. While your product or service must deliver on the promised image to achieve success, the visual representation itself should not be the primary focus of your financial investments.
Recruit individuals with degrees in art or theater and have Human Resources be vigilant for them. Every company requires a visually-oriented person. A color ink jet printer is an essential tool, and a more expensive color laser printer is not necessarily needed. Additionally, a graphics software package and a reliable copier are necessary. As Paull advises, never skimp on paint or shoes. Some things, such as a copier, will end up costing more in the long run if you choose a cheap option initially. Be sure to have a camera, which doesn’t have to be expensive. However, if you’re considering investing in a quality camera, explore digital options. Prints can be instantly created using your color printer.
A few suggestions to keep in mind are obtaining a copy of the “No Money Maker” for all key individuals, but avoiding purchasing at retail price. When possible, consider buying used as it can provide better quality and more items. Additionally, using quality used office furniture can give a new business a more established appearance. It is also beneficial to select a small portion of your logo as a trademark and ensure it is present on all materials such as stationery, advertisements, vehicles, signs, and doors. This trademark can be a graphic, initial, or simply a specific color, but it should be unique and representative of your organization. An excellent example of this is the ‘Nike’ symbol. Print this logo or trademark on labels of various sizes to personalize folders, nonstandard envelopes, unique projects, and more. Matching the ink color to the background can create a custom engraved look. Make sure to have a large stock of paper with your trademark in one corner or as a background shadow. If feasible, invest in a digital camera and have enlargements and copies made on a color copier at a local copy shop. This option is much more cost-effective than photo enlargements and surprisingly offers good quality results.
To ensure that customers perceive cleanliness and sophistication, it is crucial to acquire a reliable cleaning service. For better ambience control, consider installing dimmer switches in areas such as the lobby, boardroom, and display sections. It is worth noting that fluorescent lights can create a flat and harsh appearance, including on people’s faces. Opt for tables and floor lamps whenever appropriate. Additionally, create a distinct main entrance to have better control over guests’ initial impressions. This can be achieved through the use of signage or landscaping techniques.
Joining the local chamber of commerce and having key staff attend meetings and serve on committees is vital. This allows you to have control over how the business community views your company, while also enhancing its image and increasing public awareness and networking opportunities. Additionally, aligning yourself with a nonprofit can further improve your company’s reputation. Having key staff members serve as volunteers on the board of directors for one or more worthy causes is recommended.
Press releases can be a valuable tool in enhancing your reputation. Journalists are more likely to cover a sensational news story or a significant event. However, these occurrences are infrequent in most organizations. To increase your chances of gaining media coverage, it is advisable to take matters into your own hands. Conduct thorough research, identify an interesting angle, and craft an article. Many reporters prefer taking the easy route rather than writing their own piece. If they have ample space and the work is already done, they are likely to use your story. To further improve your odds, provide the article in a format that they can easily use and accompany it with a photo. Lastly, Green advises, “never apologize on stage and create the impression that you invested heavily in something. Avoid volunteering unnecessary information because most people won’t know the difference unless you tell them.”
WORKS CITED
Paull, Evan D. Personal interview. 22 November 2000
Green, Allison W. Telephone interview. 01 December 2000
