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I really care about your company's success. I will help you to rethink everything about your company's identity and help you to change the way everyone sees you and your company, to bring your company great success!
Re-thinking Your Company
by Lisa C. Jackson
Owner, Lisa Jackson Design
Washington Terrace, Utah, U.S.A.
You have been running a business for a while now. You love it and so do your clientel. You know what you are doing. Things have changed. Your company has changed over time. You have learned a lot. You've changed a lot. So have your clientel. What you offer is different. Your company's values are different. Others need to see what your company is all about now, such as your employees, stakeholders, vendors, clients, new markets, and the public.
You need to find the perfect offering for your market. How do you want to change your company? What is in demand now which you want to offer? Who demands it? These are your new Target Market. How is your offering unique to your new target market? Who have your competitors been? Who will your new competitors be?
Re-Creating Your Company's Brand Identity
Brand Identity is what your company stands for all wrapped up for the world to see. It is found in the way you answer the phone, the promotions you run, your marketing methods, your methods of service, your values, your products, your style, your logo, the way you say things, the colors you use, and the clientel you chose and who choose your company.
A successful company's brand identity is created based on the owner's values and strategies for the company. It is also based on the wants and needs of the clientel that the company wishes to please. Research, thought, creativity, consistency, and hard work will all help in making a successful company identity. You need a good company identity because if the one you have doesn't tell others the truth about what your company is, stands for, cares about and wants to do, you will not be successful in getting the clientel, employees, and stakeholders you desire for your company. Those who come will come looking for what they think you are, only to be educated about what you really are. They will walk away confused and feeling frustrated at having wasted time and hopes.
To create a new company identity, you must take these many steps, which take time but are very worth the effort:
1. Target, Research, Test, Learn & See
2. Create a Simple, Comprehensive, Focused Plan
3. Name Your Company & Create a Tagline
4. Create a Visual Identity
5. Create a Language & Sound Identity
6. Create Branded Collateral Pieces
The steps are listed in order of priority, sequence and importance. It would be foolish to create business cards, create brochures, and then research by surveying your clientel. It would be just as foolish as getting a logo, then getting a business license and then making a business plan. Please don't do things out of order. It really will mess you and your company up, and it will hurt your chances for success. Do things in order and you will be pleased with the results!
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Face to Face is Best!
I meet with local small business company owners face to face so that we can communicate clearly with each other. My clients say more to me face to face that they would not say over the internet or over the phone, as people always edit their words, and leave out what words they believe to be frivolous and unimportant, but which sometimes become my inspiration for their great logo. Meeting in person, I can clearly explain the process, and I can also read my client's body language and facial expressions. (For example, if I say something and they feel uncomfortable with it, they may say, "That is fine," but their facial expression, voice and fidgeting tell me the opposite, and I keep working at it until I see that, clearly, they understand, and are pleased and feel secure about it). My client and I can shake hands and I can show them styles of logos and the client can show me things they have brought to talk about. All of these are so vital to the process and are lost in these telephone, web, or E-mail dealings, which have in the past only caused poor communication.
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