Operating a Small Business > Marketing > Developing Your Company Image > Creating a Company Image
A company image is an intangible item (you can't touch it or feel it), but it's as important, if not more so, than the raw materials you fashion into a tangible product, machinery you use to make products or your product inventory.
Established company images can be changed and shaped through planned, consistent marketing strategies. Creating a company image is similar to gardening. You can do nothing and most likely something will grow, from pleasant wildflower s to ugly weeds. Or, you can carefully plan and tend to your garden to create any number of landscapes such as a rock garden, flower garden, or cactus garden. Just as certain plants compliment each other to create a pleasing whole, your marketing strategy, communications, and product and market positioning should work together to create the image you desire.
To get started on creating your company image, analyze how your company and its products are the same and different from your competition. You might conduct a survey to learn what image your target audience currently holds of you and your business. (It's important to view your company from the perspective of your customers and prospects, not yours.) If possible, find out what your competitors and your competitors' customers think of you, too. Based on the feedback you've gathered, develop a plan to change or to continue to support your company image through all your communication efforts.
Consider these items when establishing or changing your company image:
Marketing Communications
Make sure your brochures,
advertisements, product packages and business cards reflect your
image. For example, a children's party planning service might
create materials that look fun and youthful by using bright colors
and cheery images.
Pricing Strategy
You might think the cost-plus-profit formula or what your accountant
tells you are the best methods
for setting prices for your products and services. But your desired
company image has an impact here, too. Do you want to be the price
leader with the lowest price in town? Or, do you want to focus
on exceptional customer service at a slightly higher price?
Sales Strategy
Gimmicky, high-energy sales pitches
work well for some products or services, but don't fit a sophisticated
marketing service firm's image, for example. Align your sales
strategy and tactics with your company image.
Customer Service
Your customer service policies,
such as your merchandise return policy, impacts your image. Nordstrom,
a retail chain, is famous for its "we'll take anything back"
policy. Company legend tells of an employee that gave a customer
a refund for returned auto tires, although Nordstrom doesn't sell
tires. Through this policy, Nordstrom has created an image that
it will do anything to please its customers. Make sure
your customer service policies are consistent with your desired
image.
Publicity
Are your focusing your publicity efforts
on publications that match your image? For example, the owner
of a luxurious bed and breakfast would focus publicity efforts
on magazines such as Town and Country rather than publications
appealing to bargain shoppers.
Promotions
Match the promotional events in which
you participate to your image. For example, if you own a wedding
planning service you might sponsor or participate in a wedding
gown fashion show. A four-star restaurant might support the local
opera or symphony (or advertise in event programs) because people
frequently enjoy a meal before or after these events.
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