If you want your business to make it, it has to look like it already has. It doesn’t matter how new or how established the venture is, people look for professionalism when they’re expected to put down some money. Some might want to let the work speak for itself, but unfortunately, it rarely speaks up loud enough. Here, we’re going to look at how you get your brand to speak up for you in every angle of the business.
The online impression
First impression matter and nowadays, they’re mostly made on the net. Setting up a firm online presence, including website and social media, is crucial. Without it, your business is only likely to be represented through listings and reviews you have no control over. This is an area of marketing where a little budget is necessary, too. Unless you’re an experienced web designer, you are most likely going to have need of someone who knows how to give your site a professional sheen.
If you have a public facing building, then you have to treat it with the same regard. If it’s a retail store they can enter, for instance, visual merchandising and using branded décor can make it much more than a generic stop but a fully branded experience. Even if it’s an office they’re never going to enter, you can heighten its prestige. Install branded signage outside the building, give it an up-town impression with an aluminum walkway cover, and invest in some landscaping to create the most aesthetically pleasing exterior you can. It’s the home of the business, so people expect to see you treat it with as much.
Have your people on point
Naturally, the staff represents the business as well. If you rely on salespeople, front-facing clerks or support staff of any kind, your approach to customer communication needs to be unified. Thorough training, rules of personal presentation, even a script, and a focus on team morale will help your team much better exemplify the professionalism of the whole business. Then it’s about finding the opportunity to make use of a team that’s an asset as well. Beyond dealing with the average customer, if your team has real converting power, then it’s worth giving them a presence at places like trade shows and other events, too.
When you first start out, it’s easy to just slide into the branding, bit by bit, without fully committing. However, customers notice this and they don’t like it. They don’t like businesses that look like they’re not fully formed. So, you have to give the impression you’re all in. Give your business its own PO box. Make sure everyone on the team has a branded email address. Use a dedicated business phone number instead of your personal line. The details matter, so make sure they’re all company-centric.
Professionalism needs to run through every level of the business, from the building to the simple means of how the customers get in touch. Ensure that consistency and more of your market will believe you’re the established option they need even without proof.
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