Operating a Small Business > Marketing > Developing Your Company Image > The Importance of a Company Image
Your company image sets the stage for how receptive a target audience is for your messages. For service businesses, your image takes on an even greater importance because you are essentially the company's raw material, machinery, inventory and product all rolled into one. Therefore you and your employees (if any) comprise your company's image.
As an example, a wardrobe consultant that wears outdated clothes that don't fit to a potential client meeting won't create the image that attracts and retains clients.
Some people confuse reputation with company image. Your reputation is only one component of an overall image. For example, you may have a reputation for always delivering quality products on time, but your company image also includes the quality of your presentation materials, your advertising, and your pricing.
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