| As you focus on growing your business, do you | | | | personality, while maintaining a clean and professional |
| consider the relevance of the way your business is | | | | look. |
| perceived as important? Your communication and the | | | | 5. Marketing Collateral - Appearance is reality in |
| image you present, both personally and your business | | | | marketing and it must look as professional as you. All |
| itself, create your first impression, and unfortunately, | | | | of your materials should follow fundamental design |
| sometimes your last impression. Studies about people | | | | principles, should look clean and simple, have a branded |
| reveal that most people make their decisions within the | | | | feel, and use professional images. It is also a good idea |
| first 30 seconds to two minutes. We have long heard | | | | to appoint one person in charge of all collateral, so that |
| "you only have one chance to make a first impression". | | | | branding and your image is consistent. |
| While you may have impeccable skills and qualifications | | | | 6. Website - The look and feel of your website sets |
| to perform a service or sell a product, you may not | | | | the mood and readies the visitor to listen. It defines |
| make it past the "first impression" if you have not given | | | | your image as a player in your industry. It should be |
| serious attention to your professional image. You may | | | | simple and elegant and guide the visitors eyes to what |
| not only be cutting yourself short of an initial sale, but | | | | is important. It is worth the investment to hire a |
| also repeat and referral business. Your goal in personal | | | | professional to ensure you do not fail to engage the |
| and business presentation is to avoid negative | | | | visitor, or risk coming across as technically |
| distractions to move others past the outside and focus | | | | unsophisticated. Your website may be the visitor's only |
| on the inside, so that the attention is on you, your | | | | impression of who you are. |
| business and what you have to say. You want to be | | | | 7. Business Address - Nothing adds credibility to a |
| noticed, recognized and have a positive influence on | | | | website better than showing the physical address of |
| others. | | | | the business on the contact page or on the page |
| While opinions will differ on the relevance of | | | | footers. A physical business address versus a home |
| importance of the different image aspects depending | | | | address or Post Office box is important to your |
| on your business type and products, it is important that | | | | visitors' perception in determining if they believe you |
| you and your business convey success. If you fail to | | | | are a reliable business. Additionally, you should have a |
| present a sharp, successful, professional image, why | | | | professional private meeting place and avoid business |
| should your prospect expect to get anything different | | | | meetings in the public coffee shops and restaurants. |
| from your product or service? Like it or not, your | | | | 8. Email Address - Take the time to secure a domain |
| personal and business presentation can distinguish your | | | | name and email address. Using generic addresses |
| abilities, credibility and success by most. If you are | | | | such as @yahoo.com, @gmail.com, etc. does not |
| remiss in the details, you may be losing significant | | | | project a successful business image. People may think |
| business. | | | | you are out of touch, tentative about your business or |
| 1. Dress for success - if you look like a professional, | | | | not technically sophisticated. |
| you will be perceived and valued as a professional and | | | | 9. Written Communications - The transparency of a |
| inspire confidence. Be simple and professional and | | | | professional document or response affords a |
| avoid extreme fashion that can be distracting. | | | | company some of the best exposure they can get. |
| 2. Phone Appearance - What is the perception of your | | | | Mistakes that are not caught and get into print or |
| callers? How is your phone answered? Several | | | | published online reflect badly on not only the writer, but |
| studies have indicated that a very high percent of the | | | | on the entire organization or publication as well. When |
| opinions people form about us, when speaking to us on | | | | a document has inaccuracies, readers tend to distrust |
| the telephone, are based on the tone of our voice. | | | | everything, including the statistics, opinions, and facts. |
| Only a small percentage is based on the actual words | | | | Be sure that you check your facts, proof read, spell |
| we use. Be sure your initial greeting is professional. | | | | check and find an objective reader to check over |
| Even better, have your calls professionally answered | | | | your work before it is released. |
| by a trained professional that radiates a positive tone | | | | 10. Email Etiquette - Much like the rules for business |
| and spirit. If callers like what they hear, chances are | | | | letters, be sure that you use proper grammar and |
| your business will be perceived as knowledgeable and | | | | punctuation. Avoid abbreviations and symbols such as |
| confident. | | | | smiley faces; they are not perceived as professional in |
| 3. Voice Mail Messages - When leaving a message | | | | business communications. Fill the email address of the |
| for someone, leave a complete message including | | | | person it is addressed to last, so you do not |
| your name and phone number. Be concise and give | | | | accidentally send it before you are ready. Never write |
| them enough information so they can respond to you | | | | an email when you are upset; use the "sleep on it" rule |
| without talking to you first, but do not ramble. Speak | | | | so you do not write something you will later regret. |
| slowly and repeat your number at the end of the | | | | Your initial image affects whether or not someone will |
| message so the message does not have to be | | | | return to you in the future which is important for |
| replayed to get your number. | | | | immediate and repeat business, as well as referrals; it |
| 4. Logo - A good logo is important for branding value | | | | can really add up. Communicate the image you want |
| and recognition. A clean, simple unique logo is usually | | | | to project to your employees and reinforce it regularly. |
| the best way to go for longevity and success. A logo | | | | Your business will transform into an image of success, |
| should reflect your company's personality. This is not | | | | credibility and professionalism; a company that people |
| something you should do yourself. A professional artist | | | | want to do business with. |
| will make sure your design reflects your corporate | | | | |