your idea of a professional image is a business card and
brochure you have created yourself, then you can definitely
count yourself among the businesses that will be in trouble”.
makes no apologies for her blunt stance. “Two thirds
of new businesses survive 2 years, fifty percent survive
4 years, and only five percent survive 10 years. It’s
a war: your business against other businesses. The one
that attracts the eye of the consumer wins, simple as
that.” From Lowery's
point of view, you don’t get to say you’re
an expert when you don’t look like one. It’s
like meeting a really interesting person who has neglected
to brush their teeth, comb their hair, and bathe; no one
really cares about what they have to offer because they
just can’t seem to get past the sight of them.
businesses are already operating at a disadvantage. People
assume that the quality of a product or service from a
small business is going to be inferior; that of course
is not true. Often customers won’t even walk in
the doors, and that’s because even from the outside,
people can see that there has been little attention given
to detail. That lack of detail is apparent with hanging
banners instead of professional signage, handwritten signs
in the windows and on the walls, or worse, marketing material
that looks as if a child created them. What’s important
to know is that all businesses must have certain items
in place before they even consider opening their doors
and that means putting together a real marketing and graphic
design budget, something most small businesses just don’t
stated in The Secret Language of Business Cards,
every business must have a professional logo. They must
have professionally designed business cards and marketing
materials printed by a professional printing company.
And every business must have a clean, well presented website,
not something your cousin put together. Above all, every
one of these pieces must look like they belong to a single
company. That means there should be a common theme of
shared colors, pictures and imagery. With all of these
pieces in place, you are creating a “Brand”.
businesses disregard the magnitude of having their company
branded. But ask yourself this… Do you
remember any company that wasn’t branded?
Do you remember ever being given a handmade brochure?
What was the name of the company? What did the literature
say? Most people won’t remember because they didn’t
take the time to read it. Without a brand, your company
is not worth remembering. People won’t remember
who you are or what you sell. If they can’t remember,
they won’t call for your services; it’s as
simple as that. A “professional brand” introduces
potential consumers to your business, so you had better
make sure you have one.