In Business, is Perception Reality?
We may not like it but it’s true in many aspects of life, particularly in business. The way you present your business and your brand goes a long way in forming the perceptions your prospects and customers have about your business.
Your business image is directly related to the amount of respect your company will receive from prospects and customers. Before you design and new logo, your need to have a firm vision for what your brand will represent in the marketplace. There really needs to be something different about your business, product or service unless you want to compete on price alone.
Expectations about what your business stands for, the quality of the product or service and the attitudes of the brand are formed prior to any transactions are made, of course your business must back up its claims in order to be successful. Once your business and its customers begin interacting, expectations need to be met or exceeded to create loyal customers, the kind that become loyal fans and refer other business to you. That’s why building a visual brand that represents your business accurately and in the best possible light will position your business ahead of the competition.
Your visual branding should take into account your business and how it interacts with customers. Setting your business on the right foundation by building a strong visual brand that represents your business well should be a priority ahead of advertising and marketing. A strong advertising campaign should always reinforce the brand before simply trying to generate short-term results. That way you will be building your marketing and promotions strategically. All your campaigns should send a consistent message that will build in the consumers mind. Small and medium enterprises can often tend to work in an ad-hoc manner without planning what their brand represents. It’s worth spending the time to get these things right first. Poor quality visual branding can not only produce a poor result but can do a lot of damage to a company long term, whatever their size.
