12/ 30/ 2002
by Vicki Gerson
In order to keep the customers you have and acquire new ones, it's important to continually build a positive company image. Before you make any changes in your company's image, evaluate the image you currently have.
The company's image needs to grow in order to match your target customers. That means, you must know the business's target market and build an image for that market. For example, a spa's target market may be women ages 25 to 70 in a 50 mile radius. A market for an online pet supply company may be pet owners around the world.
Once you determine your target market, ask yourself a few important questions such as:
- What are my customers' buying habits?
- What features and benefits do my products or services provide?
- What are my competitors doing for advertising, promotions, packaging and pricing?
- What does my target market like about my competitors’ products or services?
Avoid mismatching.
If a business wants to attract customers on a tight budget, why market high-end services these clients can't afford? For example, if you own a spa located in an area that is less than affluent, don’t concentrate your marketing efforts on your $350 full-day package. Advertise your one-hour relaxation massage instead.
Create a narrow image.
Don't try to be too many things to too many people. If you sell artwork, don't take an area of your store and start selling paint and other art supplies when you feel it’s time to expand. Instead, consider adding pottery or other items closer to those for which you are already know.
Use clear language to define your image.
You need to be able to describe your business in a concise manner so potential customers know exactly what product you sell or service you provide. Boil it all down to a single sentence or catch phrase that can be used in all of your marketing materials. For instance, if you own a neighborhood pet shop, you may want to say, "Catering to animal lovers devoted to their pets."
Redesign your stationery and business cards.
Make sure your colors are coordinated and you use typeface that is easy to read. Don't put so much information on your business card that it's crowded and hard to read. If you don’t already have a company logo, hire a graphic artist to design one to appear on your business cards and stationery, as well as all of your promotional material.
