Consistency in your image is crucial

Communicating a consistent message is absolutely imperative to any business, from your marketing materials, to your on line marketing to the look of your business.  That includes the visual layout of the store, the cleanliness of the store and the attire of your staff.  Many small businesses just kind of wing it when it comes to marketing, not really knowing what to do when and not having a lot of money to play with.  But no matter what kind of business you’re in, the first impression a potential customer has when they walk into your business is an impression that will stay with them.  So what kind of impression do want to make?

·         Merchandise your products in a way that is appealing to your target market.  For example, a discount store can put racks of clearance stuff out front and centre because that is what that customer is looking for.  As soon as you put a clearance rack in a store that is geared to the wealthy and affluent customer, they’ll be insulted and walk out.

·         Make sure your company signage reflects your brand.  It doesn’t have to have your logo all over it.  It just needs to reflect the core values of the company.  I have a client that sells all natural products to a very elite target market who expect exceptional quality and service at any cost.  With this client, we needed to develop different sets of signage, some that could be used year round and some that could be used seasonally or during a particular occasion or event.  The signage that she uses everyday shows the products along with a description of the product and the manufacturer.  The other signage reflects the feel of the store with earth tone colours and pictures, without overdoing the “natural” theme or plastering her logo everywhere.

Creating that consistent image doesn’t need to cost a ton of money.  Get creative with decorating your place of business.  Better yet, make sure your place of business is clean and inviting.  Make sure your staff is dressed professionally and they greet your customers with a smile as soon as they walk in the door.  The last thing you want is for your customers have a consistently “bad” image of your company.