How to Improve Your Business Image

Does your small business project a confident, positive image? Or do you even have an image?

Here are several ways to improve the image that you project to the world (defined as potential customers).

1. Your Logo:

The first thing people see when they look at your business card, your letterhead, your web site, is your logo. Your logo should convey the spirit of your business. If you are a technical company, your logo should look high tech. But this would be completely wrong for a company selling old fashioned quilted comforters. So think about your product or service and how you would convey that as a logo. If you are having trouble, go your competitors' web sites and look at their logos. Pick the one that resonates with you and work from there. If you don't have any artistic ability, enlist someone who does. You can also do a lot with programs like Adobe Illustrator and Corel Paint Shop Pro. Or you can hire the services of a professional designer or artist. But whatever you do, do something.

2. Your Business Cards:

Once you have a logo design, a business card should be easy. The most important thing to remember about business cards is that the name of the individual is the most important element. It should be prominently centered, and bolder or brighter than everything else. That's the reason you give them out, so people can remember your name. Other than that, they should include your address, phone number, email address. These should all be smaller and less bold than your name.

You can print first class business cards on any photo grade ink jet printer. Use Avery Business Card stock (available at most office supply stores); you don't even have to cut them; they snap apart. If you don't have a good printer, go to Kinko's and have them printed there.

3. Your Stationery:

Again, once you have your logo, stationery is easy. Your logo and company name and address at the top. Keep it simple. If you have a decent printer, you can incorporate your stationery as a template in Word or Open Office. Otherwise, have a printer do them up for you. Make sure you choose a decent paper; nothing can do more to destroy your image than sending out a letter printed on cheap copier paper. If you have any doubts, talk to your printer about Strathmore Writing. It comes in a variety of colors; but, if you can't think of a good reason for using white or off-white, don't do it.

4. Your Web Site:

I can't think of any business that shouldn't have a web site. It is the most common form of advertising in use today. A web site does not need to be a complicated thing; but, once again, it should convey the image you are trying to show. You can use WordPress to create a serviceable site; there are lots of places that you can get templates that may convey the image you are trying to portray. Try Googleing "wordpress templates" and you should get a whole range of ideas. Some of these are free and others are available for a fee. Try to go for something uncomplicated that feels like it is right for your business.

You can also get a custom WordPress template done for you, either from scratch or as a mod of a theme you have selected.

Most hosting companies can set up and host a WordPress site for a minimum fee.

5. Your Telephone System;

You may not have considered this item, but think: What is the first impression someone gets of your firm when they call your telephone? Is it answered in a professional and informative manner? If you don't know, pick up a phone and call your business number. Listen as if you were a potential customer.

We recommend that your phone be answered by an automated message that picks up on the first ring. Why would you want your customer to listen to 7 or 8 ring tones before the phone is answered? They might well hang up before you even answer. A simple message would be "Thank you for calling Ace Candles, your source for scented candles. Please wait a moment while the system locates someone to take your call." It only takes about 3 seconds, but it lets your caller know that something is being done about their call.

If it is after hours and you don't want the call to be handled, the message should say that and invite the caller to leave a message. But, if you are a small operation, and you want the maximum impact from your phone calls, have the call routed to your cell phone, home phone, or someplace where somebody can take the call. Even if you are out in the field, it is better to take the call rather than let it be handled by voicemail. Voicemail and message leaving should be an absolute last resort. If you tend to get a lot of calls at odd hours, consider hiring someone to take the calls live. College students tend to keep odd hours, so check your local junior college placement center.

And finally, if it is necessary to put callers on hold while you research their account, use that hold time to play them a message that shows them the benefits of doing business with you. This is a lot more effective than playing them "elevator music" while they wait. And, if you must play music, stick to something quiet and soothing, rather than jazzy and exciting.

So there you have five ways to improve your business image. If you are not doing all five, we suggest you get to work.