MARCH 29th IS NATIONAL MOM & POP BUSINESS OWNER’S DAY (don’t ask me who actually comes up with this stuff) and in honor of that I’d like to shed some light on a tendency seen among a good portion of small businesses. Ever notice that some businesses seem to have multiple identities and personalities, even a case of corporate schizophrenia? When you get stuff from them in the mail you’re not always sure that it’s the same business that sent you something similar last month.
Even worse, you’re looking for their place of business, and you almost miss it because the sign on the storefront looks completely different than what’s on their ad or leaflet. Sometimes the impression you get from the printed ad or website is very different from your experience when you visit them in person (and not always in a good way). What you end up with is a business with a split personality, or even worse, multiple personalities. They don’t show the same face every time you encounter them.
Consistency is the name of the game.
According to marketing experts, a potential customer needs to receive your marketing message around seven times before they feel comfortable buying from you. This establishes credibility, a relationship with that person, and creates a comfort zone for them. But if the message is delivered inconsistently and from seemingly different companies (or different faces of the same company), the process has been defeated. The key to setting this process on a solid foundation is to establish a distinct identity, both visually and psychologically.
What’s in a name (or logo for that matter)?
Your logo is your face. Just as your family and friends know you by your looks, so should the public know your company by your logo. A well-designed logo communicates the essence of a company, who they are, what their culture is, and what they provide. What is also important in this process is that the logo is presented and used in a consistent manner, color, and placement. This helps to establish a positive reputation for a business. If these things are not put into place and maintained, the schizophrenia factor starts to creep in and confuses the audience.
Help your potential customer by always showing the same corporate face, letting them know that it’s you talking to them. They are already bombarded by other companies clamoring for their attention, so you need to break through the noise and deliver a consistent message. And remember, you have to do this around seven times to begin seeing results.
