How do your customers see
you? Part 1 of 2
How you present your image is important to the
subliminal imprint on your customers’ memories. Do you have a logo
for your firm? How about a standard color theme? If not, it’s time
to think about your business image and its overall symbol in the
Say you have a floral shop. Over time, you’ve
learned to identify your primary customers and you’ve found they
really like red roses. Then your logo should be a red rose. Go
a step further; paint your floral shop the color of red roses.
Hire a muralist to paint the front or side of your building to
look like a red-rose garden.
Do you see what we’re saying here? The consistency
of your visual image becomes an imprint in the mind of your customer.
You want that imprint to be elementary because simple images are
easier to grasp and remember. A primary color, like red or yellow,
files into human memory in such a way that it’s easily recalled.
Simple cues will call forth a graphic picture quite easily, and
that’s good for you and your business.
Your logo should be a reflection of your firm.
Why are simple graphics used on highway signs? It’s so that anyone
can follow the directions regardless of their language. We all
know to drive more cautiously when we see the warning sign indicating
a deer crossing. We all know how a stop sign looks. These images
are filed away in our subconscious memory to act as a simple, easily
identified language. That’s precisely what you want to achieve
with a business logo, and precisely what you should achieve by
implementing a company theme throughout all the visible areas that
greet your customers coming and going.
It is part of an exercise called “branding”.
It’s a business take-off on the western concept of branding a rancher’s
cattle and horses. In the Old West, it left no doubt about who
owned what. It has given rise to our modern day use of logos to
establish a simple-language image to help identify particular services
or products with a particular business.
Start the process by simply asking yourself what
makes your products or services better than those of any competitor,
or what distinguishes your company.
Branding is making your product stand out from
all the rest of the advertising noise we hear broadcast in a thousand
ways every day or that we see plastered everywhere in print. If
you’re going to be seen, you’ve got to compete. If you’re going
to compete, you’ve got to stand out. The marketplace is noisy.
To get business, you need to be not only noticed but remembered
If you think what you’re selling is a commodity
and can’t be branded, you’re wrong. Milk is a commodity and look
what Carnation has done with that. Bottled water is a commodity,
but look what the entrepreneurs have done with that! Fuel is a
commodity, but there are all kinds of brands promoting various
attributes of additives. “Put a tiger in your tank,” one advises.
That’s branding. You’ll likely see a picture of a tiger on the
building and recognize a color theme particular to that product.
That’s how the idea enters the public mind and why it stays there
from one generation to the next.
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Remember, only you can make BUSINESS
Ron Sturgeon is past owner of AAA Small Car
World. In 1999, he sold his six Texas locations, with 140 employees,
to Greenleaf. In 2001, he founded North Texas Insurance Auction,
which he sold to Copart in 2002. In 2002, his book “Salvaging
Millions” was published to help small business owners
achieve significant success, and was recently reprinted. In
June 2003, he joined the new ownership and management team
of GreenLeaf. He also manages his real estate holdings and
investments. You can learn more about him at WWW.autosalvageconsultant.com
He can be reached at 5940 Eden, Haltom City, TX 76117, firstname.lastname@example.org or
817-834-3625 ext 6#.