Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry’s Ice Cream?
From the company’s personality can flow ad campaigns, kinds of special events to sponsor, company colors and typefaces, corporate gift selection, even the talent chosen to record company voice mail messages.
Your company’s image includes not only how you promote yourselves but also how you act toward customers and the public. Things like how you answer the phone, how you greet shoppers, how cheerfully you correct mistakes or accept returns, how aggressively you negotiate contracts all become bound up in one composite image.
How much you cost in comparison to competitors often becomes part of your image. If you’re tempted to keep price out of the equation until someone expresses a desire to buy, think twice.
Customers should understand the spectrum of products and services that you sell.
6. Geographical roots.
Where did your company come from? If you’re a locally owned family business competing with multinational giants, make sure people know that. If you’re selling nationally but rooted in a picturesque corner of the country, make hay out of that.
Moody and Regan, a printing company in Waltham, Massachusetts, wisely and impressively uses as its tag line, “Established 1898.” Whenever you’ve been around much longer than competitors, you can profitably incorporate that into your image.
Which brand “tastes good like a cigarette should”? Which car is “the ultimate driving machine”? Even local or specialized companies can achieve this kind of awareness with their clientele.
What do buyers get when they purchase from you? Most companies provide intangible, emotional benefits as well as tangible, practical ones (Burger King: inexpensive, satisfying meal; Boston Pops: a fun night out; Kodak: photos with true-to-life colors).
Marcia Yudkin is the author of 6 Steps to Free Publicity and ten other books hailed for outstanding creativity. Find out more about her new discount naming company, Named At Last, which brainstorms new company names, new product names, tag lines and more for cost-conscious organizations, at http://www.NamedAtLast.com.