Chapter 6
Taking Stock of Your Business Image
In This Chapter
Taking steps to ensure that your business makes a consistent, positive impression
Compiling an inventory of the impressions your business makes
Assessing and strengthening your marketing communications
Right now, your business is making an impression. Somewhere, someone is encountering your ad, seeing your logo, calling your company, visiting your website, reading a review or article about your business, or walking through your door. Maybe someone is driving by the sign on your locked-up shop at night or running across your business name in a web search.
As a result, right now people are drawing conclusions about your business. Based on what they’re seeing or hearing, they’re deciding whether your business looks like a top-tier player, an economical alternative, or a struggling start-up — all based on impressions that you may not even be aware that you’re making.
This chapter is about where and when your business makes impressions and how you can align your communications so that people form the opinion you want them to have.
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