Your business image, or ‘brand’  is the message you give to the outside world.  From what you wear, your business cards, stationery, brochures and website, to your business premises (or home office).  As the saying goes “You only get one chance to make a first impression.”  What first impression are you giving?

I can’t tell you how many business owners I’ve met while networking who have apologised for their business cards – “Sorry, that’s the old design”, or  “My new cards are still being printed”.  Even if you’ve just started out and money is tight – your business card is not only the first impression of your business, but also the one you leave behind.  Make it the best you can afford.

I remember, soon after starting my first business, meeting up with a coach I greatly admired.  She showed me some of her materials, and I was surprised that they looked ‘home-made’ and, frankly not very business like.  My surprise must have shown on my face because she said “Oh, we tell our clients that by not spending much on materials, we can keep our prices to them low.”

At the time, I thought this sounded reasonable, after all she was the ‘expert’.  With the benefit of hindsight and a few years down the line, I now think she was wrong.  Cheaply produced materials just say ‘cheap’.  Professionally produced materials say ‘professional’ (and command a professional fee!).  I know which message I’d rather give.

Just one poor piece of your business presentation can ruin the whole effect.  Spend a bit of time, perhaps over a cup of coffee, and review all your marketing materials – those business cards, brochures, your website, any packaging or forms that you use.  Anything and everything needs to have a consistent and professional look.

What I mean by consistent is the same type font, the same logo and tag line, the same ‘corporate’ colours.  You want your prospects and your clients to instantly recognise who the communication is from.

If you have business premises or a home office that you invite clients to, you don’t want to be ashamed of scruffy or messy surroundings.  It might be better to meet clients at their premises or in a local hotel reception area if your own premises don’t give the right impression.

And what about you?  I’ve written many times before about how important  your appearance is.  I met a fellow business owner the other day.  He was impeccably groomed, subtle cologne and smart suit and tie just so.  It wasn’t until we’d finished our conversation and he walked away that I noticed his shoes.  They were literally worn down at the heels and completely at odds with the rest of his outfit.  Unfortunately, his shoes are what I’ll remember!

What will people remember about meeting YOU?

© Louise Barnes-Johnston, 2008

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