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By Aden Harris

I believe your appearance does label you and therefore it is important to get the right label.

It is well worth investing in a good designer to put together a professional image for your business – logo, business cards and website. When starting out, any expenditure can seem like a risk, but investing in your identity goes a long way to establishing credibility with new clients. It also makes you feel confident about your business and is therefore critical when trying to establish yourself.

Choosing a name for your business and the product or service you sell can be a difficult task.

A good name portrays personality, stands out in the crowd and is memorable. A great name is one that is easy to spell, pronounce or remember and tells the consumer what you do. A perfect example is Toys R Us. Everyone instantly knows what the company sells.

Inventing or reinventing a brand can take many forms – new packaging design, advertising, sometimes a whole new personality. The key is to make sure all of those elements work together and portray the same image. Find that one look or message that describes your business and stick with it. Use the same colour scheme, fonts and design on all your communication materials – business cards, letterheads, brochures, web site and newsletters.

Branding is more than just a pretty cover. It’s about the total customer experience. Your brand needs to have some impact to help you generate leads, make sales and develop new relationships with your clients. You want your business to leave an impression on your customers, your suppliers and the public at large.

Small Biz Connect client Jarred Harn, the owner of a Port Macquarie based start-up business Vigilant Locksmiths and Security has done a terrific job at creating a professional image for his business.

Jarred invested heavily in getting the right look for his business and by utilising the skills and services of local designers etc. he has created a strong brand for his business that is used consistently throughout his marketing.

Remember, although branding is important, you also need to following through with great customer service and quality management of products and services. Make sure customers are happy with the end product and the service you provide. Be vigilant with every contact you have with your clients and this in turn will help you build a really strong company brand and image.

If you would like further information about how to create a professional image for your business or any help in general about starting or growing an existing small business contact ETC in Port Macquarie on 6584 2810.



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