Identity Crisis
Whether planned or not your business will develop its own public image—its own unique identity. It’s up to you whether you control that identity or just let it happen. Your company’s business collateral is one of the first places you can look to attain that control.
Business collateral is anything that portrays your company image and that is not expressly intended for advertising. Business cards, letterhead and envelopes, signs, truck graphics, name badges, labels, and most important… your company’s logo. Each and every physical representation of your company is an opportunity to be recognized and remembered by customers and clients— and you shape the consumer’s opinion of your company by how you take advantage of this opportunity.
As an example take your business card, probably the most important (and the most ignored—it is truly amazing how many poorly designed, cheaply produced business cards you see if you pay attention) visual representation of your company’s image, and you are there when it’s delivered—you are witness to its success or failure. How it looks to your customer can mean the difference between a new sale and a “we’ll call you”. Put yourself in your customer’s position—what does your logo or business card tell you? Now take this example and expand it to include your, signage, packaging, truck graphics, even your shipping labels. All of these items speak for you when you are not there to speak for yourself. People are affected by what they see. A well designed identity will help insure that your company is recognized and remembered, and perceived as a viable, credible option among your competitors. It is a positive reflection on your business, while amateur, or poorly designed collateral can do your image damage that you may never be aware of.
It’s human nature, people are affected by what they see and a solid memorable identity can make a lasting, positive impression. On the web, in your store or office, or at a weekend social event; customers are everywhere. Your business collateral plays a major role in making your corporate image visible to all audiences. Your business collateral is an opportunity to make a positive statement about your company—take advantage of that opportunity.