Your business identity is whatever your customer can remember about your business. So what builds your business identity in your customer's mind? It's your primary marketing message which might come in the form of your business card, your logo, your tagline, or your skillfully delivered 30 second elevator speech to the perfect customer at the perfect time.
What elements go into a memorable company identity? Your identity needs to be clear and not confusing in any way. That means it should be obvious. Use plain, simple language to communicate who you are and what you do.
Your identity needs to be consistent. Your customers should see your company identity in every marketing piece, and every customer encounter. That means you can't fake it. Customers are really good at discerning who's giving them straight talk and who's not. Every one of your marketing pieces whether it be a sales representative at the counter, or a brochure you send in the mail should reflect your consistent company identity.
Your identity needs to fit within the means you're using to get the word out. It should grab your customer's attention, gain their interest, create a desire for your product or service, and get them to take action to reach you. All goals of successful marketing programs anyway, but the methods have to fit identity. If you're offering serious VIP services to exclusive clients, you might not want to pitch your company using a cheesy infomercial on late-night cable. And the opposite is true, too. If you're offering the lowest price and the best value, sending an engraved invitation would send the wrong message.
When was the last time you sat down to evaluate whether your marketing strategy was meeting your marketing goals? If it's been awhile. Give us a call. We'd be happy to help you evaluate what's working and what might be improved. www.imaginationtechnology.com