Whether you like it or not, people DO judge a book by its cover.
That’s why all the great brands invest millions of pounds to ensure that every way they ‘touch’ their customers builds a positive layer to the enigma that is their brand.
Of course, it’s no good having a dazzling veneer if what’s behind it fails to deliver. No, you have to have a first class product or service as the foundation for your business. A great product or service alone, however, will not cut it.
Amongst small to medium sized businesses there is a tendency to ‘save money’ by compromising quality particularly with marketing materials and work environments. Although understandable, it is a mistake that can cost the business dearly in the long-term.
Image builds with repetition…
If you want your customers to think of you as a first class product or service provider then you have to establish and, more importantly, maintain that image in their mind. The only way to do that is to consistently reinforce the ‘quality’ message in everything you do, over and over again.
When it comes to attracting great staff at any level in the business, you need to provide them with a working environment that makes them feel glad to come to work. Earlier this month we shot a video for our client Axiom at Lakeland’s distribution centre in Kendal.
Over the years we’ve seen some pretty depressing pick and dispatch warehouses, Lakeland’s, however, is a fabulous facility. It’s clean, light and airy with big white canvas sails hung in the ceiling. Did it cost more than the average dispatch area? Probably. Does Lakeland have a happy and more productive workforce? You bet your bottom dollar they do.
…and collapses all too easily
Shoddy brochures, websites that are difficult to navigate, poor photography, unclear sales messages, all these elements create an image around your brand.
Are you certain that every way you ‘touch’ your customers you are adding a positive layer to the reputation of your brand?
If you’d like help improving the way your brand is perceived please contact us.