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Time
For Change
While
not all businesses desire to get larger, all companies keep their
eye on the horizon and make adjustments to stay on, or find a better
course. In the process, most organizations discover that the business
they are today looks somewhat -- or totally -- different from what
they anticipated when starting out. Business communication must
keep pace with those changes in order to avoid a disconnect when
interacting with your audience.
How
do you know when its time for a change? Here are 5 factors to consider:
- Amateur
look. Not every business has the funding to create an ideal
image when they launch. If you’re embarrassed to send prospects
to your website or hide your cards in your desk, chances are your
image does not reflect the maturity of your business.
- Big
prospect. If you have been proposing to small companies and
now have (or want) an opportunity to present to the big players,
you need to consider how you look in their eyes. When you want
to reach a higher level, quality counts. Small businesses need
to look like they can do the job, and professional communication
materials help break down the barriers.
- Major
shift. If you’ve made a corporate change -- a new name,
product line, new business model, you’ll need new brand positioning
to announce the change.
- Aging
image. If your logo is 5 years old or your materials are 2-3
years old its time for review. Major changes are not always necessary,
but it is valuable to regularly evaluate how things are working.
Sometimes minor updates can make a world of difference in keeping
your image fresh without significantly impacting the brand message
familiar to you and your clients.
- Out-of-date
Information. Scratched out names on business cards, stickers
with new addresses on envelopes, brochures with services/products
you no longer sell, websites with copyrights from two years ago…these
are all signs of poorly managed image. Using them says, "I
don’t have the time or money to fix this." Looking sloppy
and cheap to potential clients is a sure-fire way to make sure
they are never anything more than prospects.
Where
to Start
Another barrier to change is often the volume of what must be changed.
Logos and brochures are just the beginning. Image extends to signage,
products, forms, stationery and more. The question isn’t where
to begin, but where does it end.
Ideally,
we’d all have the budget of Wachovia, whose shrouded signs
have been whisked away and a shiny new image has appeared on every
corner, envelope and TV screen in perfectly coordinated harmony.
For many businesses, time and budget make this a daunting proposition.
For the best impression when making a change, start with the elements
that are core to your communication system—those pieces that
touch the customer the most. For some it will be business cards,
in other industries it may be the website.
Ultimately,
the best thing you can do is develop a plan and a schedule. List
out all the communication tools you use and plan to bring them up
to date in an orderly and timely manner.
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