Project a Positive Personality with Marketing Tools

Experts at marketing and branding contend that, over time, organizations develop personalities, just like people. And, just like people, businesses need to be perceived positively to be liked and respected. Projecting a positive personality to your clients—with a polished company identity and high quality marketing materials—helps to ensure that you and your organization are seen as stable and expert in your field.

Focus on Quality and Consistency
Every business needs marketing tools that work together to communicate a consistent image and message about the value it brings to customers.

  • A logo instantly declares your identity. A unique logo and tagline can make an impression in a split second or fade from memory just as quickly.
  • Invest in a professional stationery package, with coordinating business cards, letterhead, and envelopes.
  • Create a company brochure. The goals of a brochure are to show that your company is stable, share the benefits of working with you, distinguish yourself from competitors, and create a distinct visual image.
  • Tie in presentation tools. If you need presentation folders, proposal covers, or a PowerPoint presentation, use the same images and messages found in your other marketing pieces.
  • Launch or update your Web site. Communicate the same visual image and messages online as in print, with some adjustments. For example, people tend to scan rather than read Web pages, so keep text concise and make it easy for visitors to find the information they need and take action.

Trust in a Professional
Marketing doesn’t have to bust the budget, but you get what you pay for. Unless he’s the next Warren Buffet, you wouldn’t trust your 16-year old nephew with your investment portfolio, so don’t trust him with your marketing materials.

Think of image building as an investment, and work with professionals. For better or worse, we are bombarded with sales messages throughout our waking hours. One way to cut through the static is with marketing materials that distinguish your business and quickly communicate its best attributes.

"You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place." – David Ogilvy

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