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The Importance of Corporate Image

The corporate image of your company is as important as naming your children. The look and name you give your company will remain with it throughout its life and you will invest time, energy and money in it.

So with a new business where do you start in creating the corporate image? And, why is it so important if you start out with a one-person business to focus on something like this?

Giving your business a name is perhaps one of the most difficult things to do, as there are many considerations:

-          It has to reflect what your company has to offer

-          It should be something people can read, say and understand

-          It shouldn’t be too close to any competitor’s company name

-          Does it work in other languages if you plan on trading internationally

-          Would you be able to buy the .com domain name with your company name?

-          Will your name work if you decide to expand your business to include other products and services?

The company name you choose will then help you to create the look you want to put across about your company. Once you have the name, you need to think about how the name will be displayed – with the type of font you use, colours and graphic elements – in other words, creating a logo for your business.

A simple logo, incorporating your company name, helps to create your corporate identity. For example, your company might be selling high value glass vases to art-lovers, and so your name and logo need to portray an exclusive, expensive and attractive look. If you are selling toys you should appeal to a younger audience with bright colours. By putting colours and shapes to your name you help people to remember who you are, because a person’s brain may remember these things Better Than the name and help their thought processes remember the name of the company.

For example, which company uses a handwriting style font in white on a red background? Which company has a green and white circular logo with a black and white drawing in the centre?

Once you have the foundations of your corporate image – the name and logo – you can start to build on it  throughout your marketing material, whether that be a simple shop sign and business cards, or a website and brochure, to help reinforce your corporate image – and make people remember you for what you do.

Now you are starting to invest more in your business with marketing, it is important that your corporate images remains the same at all times. Your logo should always use the same font, shapes and colours so that you can start to get awareness across everything that you do. If your business cards, shop or office sign, website and brochure all look the same possible clients will believe that you are a consistent and trustworthy, professional business. If you change font, shapes or colours you can start to confuse people – is it the same shop they went to last time and got great service at excellent prices, or it another company doing the same thing?

If you are small business just starting out, it is worth investing in putting together your corporate image as soon as you start. It helps you to build a regular client base as your company will look professional right from the start. Even though you may only have a small budget for marketing, your aim is to get bigger, make more money and reinvest in further marketing to get more customers, right? Don’t waste any time in representing the company you start with, with a strong corporate look. If you introduce a logo further down the line your current customers may get confused – has the company been taken over? Will they get the same level of service they are used to?

In conclusion, if you are planning a new business you may be tied down with the business plan and operations of setting up the company, but don’t forget the importance of giving your new company a name and look, and building it up on the small successes you have in the beginning. A well thought-out corporate image can then develop the bigger successes.

About the authors:

Redline Company is a marketing company in Marbella, Spain specializing in doing what we call complete marketing  - info@redlinecompany.com  - www.redlinecompany.com

About the Author

Alison Redfern runs redlinecompany.com a marketing and graphich design company in Marbella with her business partner Line Lyster. Together they have over 20 years of marketing experience. www.redlinecompany.com

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