Image is everything! What’s your customer’s perception?

When was the last time you took a long hard look at your company’s image? When customers visit your place of business or contact customer service, is your image something they take with them? Your company’s image is important to establishing repeat customers and loyal buyers. By definition, company or corporate image refers to how a company is perceived. It is a generally accepted image of what a company "stands for".

The image starts with brand identity. This consists of your logo, slogan, images, and colors that differentiate your company from competitors. When you see those golden arches, you should think of McDonald’s. The “M” and yellow and red colors are consistent throughout McDonald’s packaging, building, and decor. Another example of brand identity is the phrase “Just Do It” by Nike. The phrase appears on almost all advertisements. These all help establish a mental picture of your company to your customers and will help them remember your company first. Marketing collateral is a critical part of your company’s image and should be easily recognized by your customers. From your website to your business cards; the style, colors, message, and symbol should be consistent.

Good or bad customer service will have an effect on your company’s image as well. At Wal-Mart when you walk through the door, you are immediately greeted by someone and handed a basket. Customers know they can always expect a friendly face to greet them at the door. Customers will keep coming back if they receive great service. Bad customer service experiences will spread to others like wild fires. If potential customers hear bad things before they even experience the company’s products/services, the company will have a poor image. From the employee that answers the phone to the sales reps that visits potential buyers, the customer service level will establish an image. Your product itself must reflect your corporate image too. For example, if you sell high quality silk shirts for women, you will most likely be perceived as an upscale retailer.

Think about the last time you visited a website that did not look professional, did you want to buy from them? When you picked up the phone to call a plumber and heard a dog or laughter in the background, did you use their service? How about when you were at the last networking event and someone approached you with a wrinkled suit or worn out shoes, did you return their call?

A consumer will develop a set of beliefs about your company and its products and services. A company image should be consistent with the company's products and services. If it is not, potential customers may become confused about what the company stands for and will tend to reduce sales.