Spring Is The Time
To Review Your Business Wardrobe
No, we don't mean making sure that your blouse matches your suit or your tie goes with your jacket. The business wardrobe that we're talking about is the image that your business materials project to current and potential clients and customers, the general public, and yes, even your employees. And, it doesn't matter if you're a small home-based business or an international conglomerate.
It may not seem important, but the image you present with all of your printed and online materials is a very important part of how your company is viewed. Does it appear coordinated and organized? Is it a matching three-piece suit — or different colors, plaids, polka dots and stripes?
Gather samples of all of your marketing materials, stationery, business cards, catalogs, etc. — anything that is used to promote your business. Don't forget to review your Web site, too. Individually, they may look great, but together, do they match? Do they present the same messages and themes? Or, do they look more like a bunch of mismatched plaids? Often, materials are developed independently, project by project, without any internal review to ensure consistency.
For example, the three images at the top of this e-newsletter are also the three images on our Web site and on our brochures. We always use the same font and same color palette, whether it's a Power Point presentation, a direct mail piece, a proposal or a business card. We have an "About Wise Women Communications" statement that is consistently used in every document.
When you're reviewing your materials, you also need to analyze them to see if the images and themes need updated. Are you still using the same logo and colors that you started with back in the 70's? That's not necessarily a bad thing, but they could probably be updated in some way. After all, the retro look is in, but not bell-bottoms!
Updating and standardizing your materials doesn't have to break the bank. Determine what the most important pieces are and start with them. Work your way through your materials until you have everything completed. We all know how important first impressions are and your marketing materials and Web site are often the first impression that someone has of your business. Make it count!
©2004 Wise Women Communications