Take a look in your closet. Most likely it’s full of different types of clothing that coordinate with each other. Shirts, pants, dresses, shoes and maybe even some jewelry, all meant to complement each other. When we get dressed each day we combine the appropriate pieces that coordinate well and if we’ve done it right, give ourselves a polished, professional look. Whether we are heading into the office, or meeting with a client, it’s important for us to look great and project a certain image. When it’s done right, we feel confident and we are more successful.
It’s the same way with marketing. I’ll bet you have never thought of your business as having a Marketing Wardrobe. But that’s exactly what it is. All the components of your marketing, including your website, your business cards, your social media pages, the postcards or mailers you send out, and even your office space, need to coordinate. It’s great to have a fabulous website, and fabulous full color business cards. But if they aren’t consistent in their design, the message can be lost and leave your business looking sloppy.
Just like building a great clothing wardrobe, it takes time to get your Business Marketing Wardrobe just right. Focus on one piece at a time, and make sure it matches with what you already have. If it doesn’t, change it or get rid of it.
If you have an in house design department, you may already be well on your way to having a great business wardrobe. Most likely the same people have worked on your logo, your business card and brochure design, and your website and social media pages. They are probably already taking the right steps: looking at the other pieces before starting a new marketing project, and making sure that your business is projecting a cohesive and consistent image. It’s like having your own Tommy Hilfiger.
If you don’t have an in house design or marketing department, your business wardrobe may need a little work. Many small businesses decide they need a website, so they hire a web company to develop one. Then they need a business card, so they go to print company for one. Then they want to send out postcards to prospective clients and the mailing company throws something together for them. The business owner, thinking only of the current project, approves it and the project is on its way. However, if a prospective client sits down and looks at all of these pieces, often times the pieces are not cohesive. It’s like you are wearing one purple sock and one orange sock, yellow pants, a blue shirt and green hat. Who wants to do business with that?
The good news is that, just like your regular wardrobe, a business wardrobe is always a work in progress, and one great piece can sometimes bring it all together. With a vision of what you want to look like, and a couple of great pieces, you can look well put together all the time, with little effort.
So I invite you to take a look inside your business’ closet. Do you like the uniform that your business is wearing?
- Nancy Sawyer