The first impression your customers have is created in many ways: quality of product/service, personality of employees, cleanliness of your store, etc. But before they even get to your place of business or in front of your product, the first impression is made by your marketing materials. Your website, brochure and ads are your opportunity to precisely control the appearance and push the messages that are most advantageous to your business.
Well-designed and coordinated marketing materials create a seamless image of your company which tells customers — with consistency — what kind of service or product they can expect. Non-matching materials do just the opposite: each piece gives the client a different impression of your company.
When you achieve this symmetry of design and image, you can be assured that clients will see you how you expect them to. That gives your sales force an advantage because your prospect already knows who you are and what you stand for.
By nature, a well established brand is attractive. It exudes the most appealing and desirable facets of your business. It’s where you say, “this is who we are, what we stand for, and how you’ll benefit from doing business with us.” A business without a brand risks being a commodity that allows apple-to-apple comparison in cost-benefit analyses. However, a powerful brand adds a component that defies comparison. It is uniquely yours.
The lackluster nature of commodities requires more effort in getting introductions, in distinguishing from the competition by your sales force and in selling. In short, a good brand sells for you.
