Are You Missing Sales Because of Your Corporate Identity?

‐ October 28, 2013


When was the last time you updated your corporate identity package? Is it time to update? Take the following test to get an idea if it is time to update and improve your materials and image.

Do your marketing materials, brochures, business cards, website etc. all have different looks?

Was it more than 3 years since you last updated your materials?

To save money are you handing customers things you printed from your office copier?

If you answered yes to the above questions it is time to update your materials. Is the lack of attention to your business’s image and appearance is costing you sales?

While your logo is often the heart of your business identity, your corporate identity package includes your logo as well as your letterhead, business cards, envelopes, brochures, pocket folders, newspaper or magazine ads and website.

In a nutshell, a corporate identity package involves positioning your brand consistently across various media avenues. The look and feel of all your materials should be consistent and all tied together presenting a common look and feel.

While customers value companies with a proven track record of success, a stale and out-of-date image can hurt sales. Step outside the box (of your business) and look at your company’s brand from a customer’s point of view.

  • Does everything tie together?
  • Do the materials and packaging look fresh and modern?
  • Do your materials look professional?
  • If you were a customer would you feel comfortable doing business with you?

Parts of an identity package include:

  • Color scheme.
  • Fonts.
  • Logo.
  • Positioning phrase.
  • Overall message you are trying to convey about your business.

A customer must be able to look at your logo and other materials and know instantly who you are and what you do. What they see must clearly identify your business and communicate professionalism and trust, (communicating without necessarily saying the words professionalism and trust in the message).

Once a basic design is done, you should survey customers and get feedback on the design. You want to make sure your customers get what you are trying to communicate from the design.

Think about the overall image your brochures, flyers, business cards, and other print materials communicate. Don’t forget the other elements that define your corporate image such as your website, social media, and email campaigns. This goes all the way down to store image, how your employees look and handle customers.

If you caught yourself admiring a competitor’s marketing materials, it’s very likely that your customers and prospects have noticed them as well.

Don’t settle for a stale, outdated image. Ask us today how we can re-create or simply help breathe life back into your important marketing materials.

Mark Hale


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