Attracting new customers is one of the most important objectives for any business, regardless of the sector. In order to do this, a number of different activities need to be carried out, which also include creating a corporate image. It is well known that the saying: "as they see you, so they write you" holds a lot of truth. How, then, does one shape the desired brand image?
Corporate image creation - start by developing a mission and vision statement
In this day and age, increasing competition is doing everything it can to stand out, so you cannot afford to overlook the construction of a clearer mission and vision for the company. Not only customers, but also contractors, colleagues and the environment play a key role in business development. A properly prepared strategy and clear mission statement will allow an appropriate course of action to be taken that is consistent for the internal and external environment. It is simply a matter of creating a certain system of core brand values that accentuates its role for consumers and justifies the company's existence. You are probably wondering now: how do you create the right mission statement? To do so, answer the following questions:
- Why did you decide to start a company?
- What are you aiming for?
- What value do you give your customers?
A vision, on the other hand, motivates the entrepreneur to look to the future - it sets a course of action. At the same time, it is something dynamic, so it can change over time. A well-constructed company vision influences emotions, encourages change and is a stimulus for even better action and overcoming obstacles on the road to success. It is worth remembering that it should be a combination of the future and the present - a chosen goal that is unattainable at the moment, but to which you are bravely striving. In order to create a vision, we need to think about what we would like our company to look like in a few years' time and what we want to achieve.
Branding - design a logo and visual identity system
A corporate identity system (CIS) is a specification of all the signs used by a company, together with the characteristics of their use. These are all the elements that are visible to the public and at the same time distinguish a company from its competitors. To build your brand image you need:
- company branding (name, logo and slogan);
- sign book;
- established colour scheme;
- selected decorative symbols;
- company stamps;
- marketing materials in the form of aesthetically pleasing leaflets, brochures and catalogues;
- corporate typography (typeface and font size);
- a specific dress code for employees;
- a professional website.
It is worth entrusting the design of a logo and corporate identity system to a specialist, i.e. a branding agency.
Shaping your brand image - ensure your company is perceived positively online
It is no secret that nowadays a company's online presence is a necessity. Before making an offer or buying products, customers check the information available on the Internet - they also look for other users' opinions. Above all, you need to have a professional and attractive website, which is the best virtual business card. It is there that internet users will get to know the subject of your business, the scope of your services and your brand personality. Remember, however, that your own website is not enough to build your company's image online. Seriously consider using the opportunities offered by social media. In this way, you will establish a dialogue with your audience, learn more about their needs and create lasting relationships. Many entrepreneurs do not dedicate enough time to their profiles. Meanwhile, your social media presence should be well thought out and carefully planned.
Creating a corporate image - focus on making a good first impression
Satisfied customers will not only be encouraged to buy more products in the future, but will also recommend your offer to their friends and family. However, if you disappoint them, your brand image will certainly suffer. For this reason, you need to provide a high-quality service in order to make the best possible first impression that will not be forgotten. This will be particularly important if your business relies primarily on direct contact with customers. Developing a service strategy and training your staff will certainly help. Visitors to your business should feel comfortable - greet them with a positive attitude and show respect. Of course, the company dress code will also be important. Although you shouldn't judge a book by its cover, in practice it works quite differently. People subconsciously draw conclusions based on what they see. We convey messages to others with our attire. For this reason, large corporations are so concerned with the aesthetics of their employees' dress.
