The Corporate Image of a company typically refers to how a company is perceived by outsiders.  Not only do Public Relations and Marketing Firms shape a business’s corporate image, but the news, media, internet and other outlets contribute to the image as well.  While most corporations can control what PR and Marketing Firms portray and say about them, the news, media and internet is virtually uncontrollable.

Many businesses are constantly working to create and communicate a positive image to customers, the financial sector, other business and the public in general.  Companies that mismanage or ignore their image are setting themselves up for problems and possibly even failure. 

A fantastic and positive corporate image can take years to build, but can be destroyed in a matter of minutes.  If a company is experiencing high employee turnover, dramatic drops in stock value, losing customers and has poor relationships with vendors, then that company is experiencing a crisis in its corporate image.  It is vital for all businesses to maintain a positive and strong image regardless of what is going on inside the company.  Do not let negative dealings or the loss of customers destroy your corporate image. 

Stakeholders are greatly affected by the actions of the companies they are vested in, so it is vital for companies to keep stakeholders satisfied.  While stakeholders can be customers, retailers, financial institutions or investors, these holders can either support or choose to not support the company.  Maintaining a strong corporate image will influence stakeholders and can make or break the company.  If customers or clients develop a negative or weak perception of a company, they are likely to stop buying their products or services.  ON the other hand, if customers are satisfied, they will continue to offer their “support” in dollars and cents. 

While stakeholders are a major part of a company’s corporate image, employees are just as important.  Creating positive work conditions, fair wages and exceptional in house policies will keep employees working to the best of their abilities.  The last thing any company should want is unhappy employees who will say negative things or form strikes against a company.  Keeping employees satisfied and pleased with their work environment ensures a business’s ability to thrive. 

Feedback about a company is a vital, but is sometimes an overlooked procedure.  Feedback from customers, clients, employees and other business owners gives companies the ability to take a step back and evaluate their processes and procedures.  Beginning focus groups or suggestion boxes in places of business can really help to improve a business’s overall structure.  Listening to what customers and employees want to change or improve can greatly aid in a business’s process of modifying the way it conducts itself.  Feedback should be a continuous process and done on a quarterly basis.

If you are business struggling to either form your corporate image, or improve your corporate image, you must start from the inside.  Evaluate your managers and top people, find out if they really understand the message you want to send out.  Do not be afraid to ask your customers what they think about you and what you can change to make their experience a more positive one.

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Company branding is not just for large corporations.  The idea that only massive corporations and companies should concern themselves with a positive corporate image is no longer an option for small businesses.  In order to succeed as a small business, you must brand your company.

The first step to successful branding is to develop a professional website tailored to your company.  While there are many options available such as do it yourself and desktop publishing programs, these sites limit businesses in the look, feel and scope of their website.  Customers and clients are internet savvy, and they will look at your website.  If your site is out of date, unprofessional and looks thrown together, you are risking potential clients.  Websites should be updated every couple of years to stay fresh and innovative.

In order to reach different companies and customers, you must launch a multi-faceted social networking strategy.  While it may not be prudent for every company to have a facebook or twitter account, blogs and business connect networks can increase the value of your business.  Make your presence known on the web, and let users get in touch with you.  Creating and updating a blog on a daily or weekly basis will keep users coming back and will lead to repeat customers if done modestly without being to sales pitchy.  You do not need to constantly write and promote your business; provide valuable and informative information about your field in general.

Attending local events are a great way to make your business known to the public.  By volunteering to be on committees or assist with community events, you are not only showing you are vested in the community, but it is a great way to network as well.  By participating in local events, you can establish your business as a pillar in the community.

In order to successfully brand your business, you need to realize that you are only in control of your message, not what people feel or think about your company.  Keeping track of what is being said and written about your business on the web enables you to truly see how your customers view you.  If the brand image you desire is not meeting the needs and expectations of your customers, they will let you know (whether it be direct or indirectly through the internet).  Fixing the issues and gaps that prevent you from being a successful small business is hard work because it takes time and research.  Tracking comments left on your blogs, Wikipedia accounts and other networking outlets lets you be in control of what is being said about you.  If you find that you have a negative image on the web, do something to change it.  Develop a new strategy for branding, get a new logo design and ask your customers what they want.  By receiving accurate input from the people that actually use and purchase your services and products, you are ensuring a more positive message.  Remember that the customer is always right, and if treated wrongly, they will not hesitate to tell their friends and family, if treated wonderfully, they will spread your message for you.

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This post is really a short guide and I guess also reflection on our business and its evolution in in not only growing our logo design business but also growing our knowledge and skillet in the area of client /customer service. 

So What Makes The Logo or Graphics Industry Different?

In many ways our business is the same as most. We have to use customer service and our selling skills to win and retain customers during and after the service agreement ends. However due to the very personal nature of logos and branding,  artwork and logo work can become personal to either the client or the designer. 

In my position as the marketing account manager its is vital to try and take a step back and see where the client may have a strong point or likewise where it may be appropriate to suggest against a certain request, despite the fact the client is convinced his/her idea will fly. 

In the end the customer is always right, however in many cases we find customers are more than happy to work to your suggestions and inclined to take your suggestions on board as long as they have sound logic behind them. 

How to Improve You Chances Of A Smooth Process

The key is clarity. The clearer the expectation is at the beginning regarding costs, timelines, revisions, and portfolios the smoother the ride happens to be in most cases. A good idea to sharpen the focus at the beginning is to ask the client to do a a little research on our site or other websites for logo design styles they feel a) could be  good fit for their business and b) and most critically whether the design style suits their tastes.

Lets face it we all come from different walks of life so it no wonder have such a varietal taste in modern design ideas. And more power to us as a race for being a little different……… otherwise the world would be a much duller place.

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It is a fact that many business fail within the first 2 years.  While economic factors or mismanagement can greatly contribute to failure, the lack of quality of marketing materials is typically the most important factor in whether or not a business will succeed in its first few years.

So how do small and start-up businesses combat the odds that are against them?  Besides offering a unique product or service, it is imperative to invest in a logo design that sets them apart from all other businesses.

Accountants don’t perform heart surgery, so then why do certain businesses insist on designing their own logos or using amateur designers?  One of the most important decisions a business can make is to commit to investing in its own success.

When one decides to go into business, it can be scary and exciting.  The new owner may have big dreams for where they want to take their company, but may have initial cash flow problems because of a lack of customers.  While many businesses do promise themselves to have professional and effective logo design and marketing materials created, many resort to designing it themselves or hiring someone cheap who may not provide the desired outcome.  The most important reason to hire a professional is to provide you with a unique and tailored logo design to convey a consistent and stable image of your business.

Stability

Hiring a professional and successful company to design your logo and marketing materials provides a consistent image of your business.  Clients will have confidence in your ability to provide them the service they expect, and your image conveys that confidence to them.  If you’re logo looks cheap, underworked and unoriginal, you are conveying an image of an unstable business.  Customers and other businesses want to work with companies that are strong, composed and assured in their ability to deliver the desired outcome.  The impression ones’ business presents to others should express these traits through a website, business card, logo and other marketing materials.  Bottom line is this; if your logo and marketing materials look thrown together and unprofessional, your business will look this way, too.

Consistency

Consistency of ones’ image is often overlooked by many new business owners.  They may design a website themselves or use a template, but often do not match their logo or print materials to the design or feel of their website.  If a business’s website has one look, and their print materials look completely different, this creates a confusing and unprofessional feel.  Customers and clients may get the impression that you do not care enough to notice, or that you simply don’t understand the importance of professional marketing materials.  This may translate into wavering or unsure clients which can cost your business a lot of money.

Having a professional logo design commissioned for your company does not have to be expensive.  If you think of the logo as an investment in your business (which it is) you are more likely to see the value of a professional and unique logo design.  There are a variety of companies on and off the internet that offer specialized packages for small business, and most offer an affordable and fair price.

Just because you are a small company does not mean that you cannot portray yourself as a large and successful business.  Many clients or other businesses prefer to work with large and successful companies with a proven track record.  Using and presenting materials that are cheap or poorly designed may make your company look ineffective, and possibly even smaller than it really is.

Hiring a company to design your logo is one of the best decisions you can make as a business owner.  Knowing when you cannot do something and must resort to a professional does not make you a weak or ineffective business owner.  By deciding to hire a professional logo design company, you’re making a conscious decision to become vested in your businesses success and your new professional image will portray this feeling to your customers.

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