Would you take a moment and look into the mirror? Do you see your image–the You that others see? Either way, consider these eight (8) ways you can shape and sharpen your image.
The other day, I visited ‘Tuxedo Dry Cleaner’ and noticed that Larry, the manager, was wearing a nice blue oxford shirt with his name embroidered on the pocket. Neat–the owner purchased uniforms. That’s good marketing. As Larry reached for my shirts, I noticed that his collar was frayed; the cloth had split at the seam…Hmmm.
I grabbed my clothes, raced to my car and examined My shirts to see if ‘Tuxedo’ had ripped my collars…That’s the ‘Great Marketing Anomaly.’
In our quest to present our ‘best business image’ and close the sale, sometimes (and this is inevitable) we stumble and something we do contradicts our image and our brand.
We all know that Image counts Big-Time in today’s super-competitive and demanding world, but the secret to developing a strong brand identity is to crystallize–in your target market’s mind and heart–the image you want to convey and broadcast that message Actively and Consistently.
Consider These [Other] Real Examples:
** Pass the Pea Soup. ** In the 1980s, my favorite hamburger joint in New York City was ‘Joe’s.’ I loved their big juicy cheeseburgers and fries. They featured pea soup on Wednesdays. Joe’s pea soup was thick and creamy–like homemade. Since pea soup is my favorite, whenever I could I arranged my schedule (and my budget) to dine at Joe’s.
After a few visits, I became disappointed because there was no pea soup. I asked the server why they featured pea soup on the menu when they rarely served pea soup. Anne replied, “What’s the difference; it’s just Campbell’s®…You can make it at home.”
Yet another example of the ** Great Marketing Anomaly. ** While Joe strived to create a homey atmosphere, his server busted that image and my affinity for Joe’s. After that revelation, Joe’s was never quite the same for me.
> How do you and your team treat your customers?
** Pens & Pencils and High Finance. ** Some months back, I met with my financial advisor from [Safeguard] Insurance Company to sign a new $1 million life insurance policy. I had left my pen in my office, so Pete handed me his 79¢ pen. And, when Pete wanted to run some financial projections regarding my retirement income, he sported his calculator, a $4.99 solar standard issue.
Yikes! Here, this sophisticated financial advisor expected me to sign a million-dollar life insurance policy. Yet he handed me this cheap pen. Then he sported a lousy $5 calculator to make some financial calculations regarding my family’s future.
Did Pete think my family’s future wasn’t all that important? Not that the fancy calculator arrived at an answer that was any different or better from the answer supplied by the solar calculator mind you…but perceptions drive all.
> What are your customers’ perceptions about you?
I won’t bother repeating my choice words to Pete here, but rest assured the next time Pete met with me, he proudly showed me his new Mont Blanc pen and his Hewlett Packard 12C financial calculator.
> Do your tools and style match your customers’ expectations and demeanor?
> Do your actions, marketing tools and branding efforts enhance your image?
** Drape the Drop Cloth. ** A few weeks ago, I happened to be driving behind a Painter’s Van. The ‘white’ van was gray, streaked with dirt and grime from top to bottom. Dried, caked on Mud laced the back bumper. The sign on the side of the van featured the Painting Company’s name–a smart marketing play. BUT, the sign was at a 30 degree angle-Sloppy. A second sign on the rear door featured the Company’s name and telephone number. The corner was torn so the area code was missing.
I don’t know about you, but I won’t be calling that Painter any time soon.
> What do your signs say? How do they look?
Follow these eight (8) steps to help you develop your personal brand and your business’ incredible image:
1. Decide what message you want to send your customers and the image you want to display.
2. Figure out what’s important to your customers and then design or redesign your image.
3. Study how other leading organizations, including your competitors, send out their message.
4. Select the optimal way to broadcast your message and present your image.
5. Make sure your actions Enhance your image.
6. Analyze whether any of your actions Detract from your image and take action to make changes?
7. Analyze whether your actions, business cards, web Site, e-mail sig files, brochures, letters, etc., are consistent with the image you want to broadcast.
8. Make sure your marketing programs are consistent from start to finish-Internally and Externally–and consistent with all your other business activities and initiatives and with your customers’ expectations.
After we launched the Publishing Gold e-zine issue that originally featured the anecdote about Tuxedo Dry Cleaner, I delivered two copies. Irwin, Larry’s colleague congratulated Larry on his 15 minutes of fame.
At the same time, Irwin winked at me and grabbed Larry’s shirt and revealed yet another tear on his back…We all laughed…because Truth IS stranger than fiction!
Remember, every marketing and promotion activity, every effort, etc. can make a difference! Even a small yet novel approach, special trait, or standout quality will help you create your own distinctive brand, which in turn will set you ablaze in your marketplace.
Then you’ll truly multiply your business fivefold, tenfold, or more.
The Big Story - The Incredible Image - 8 Steps To Put Your Business" Best Foot Forward
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