How To Present A Professional and BIG Business Image

1. Think and act customer-centric.
   Your brand and image should reflect what your customers need and want. Take the time to understand your target audience. Who are they? Consider gender, age, geography, and occupation. What is most important to them? Determine the variables such as speed, value, & price point. What is the priority level in the mind of the customer and are there tradeoffs?
2. Create an impression.
   Remember, your name is a reflection of you. The name you choose should align with your overall image and should resonate positively with potential and existing clients/customers. Often firms create new words, modify, misspell, or combine words to create a name. Take into consideration geographical and language differences if you plan to do business abroad immediately or in the future.
3. Understand your competition.
   Take some time and do a competitive analysis prior to selecting a logo, colors or other visual branding elements. A polished logo and marketing materials can go a long way towards making a small business look more established than it is. You may also discover little things that you can do from a marketing and positioning perspective that will directly address a weakness found among your competitors.
4. Use the web as a marketing tool to extend your business.
   Your website is a reflection of your organization. Most importantly, it should be easy to use. Ease of use includes things such as clean design, easy to navigate, use of the logical terms/labels/subject areas, the ability to order/request additional information or to get in contact with your firm directly, to purchase goods and services (if applicable) and to provide feedback. Generally, it is important to determine the functionality that is required to appropriately promote your organization based on your business type.
5. Consider trademark and copyright implications.
   Think about your long term business goals & plans for expansion. You may want to consider consulting an intellectual property rights attorney to review your company name and branding strategy. In an effort to protect your business, you can also register your trademark via the U.S. Patent & Trademark Office Website at: http://www.uspto.gov/.
6. Ensure every aspect of your business is polished and professional.
   If you project a professional image overall, potential clients and customers will tend to think you are worthy of their trust and in turn their business. Take into consideration your vehicle, equipment, surroundings, marketing materials, employees, etc.
7. Dress for success and understand that appearances create an impression.
   First impressions are fundamental. Your business image is defined by your personal presence and your level of expertise. You must establish yourself as knowledgeable and trustworthy.
8. Impress your existing and prospective clients with your logo.
   Your logo should reflect your business appropriately as it contributes to creditability. Considerations should include possible adaptations for use on business cards, letterhead, signage, and the Internet.
   

   ·	Keep it simple and professional regarding font selection, ink color and paper choices. Remember that not all colors are suitable for all business or industry types. Recycled papers may also be a consideration if you wish to reflect environmental consciousness.
   ·	Business cards are often the first and last impression the customer receives. A quality business card shows that you have taken the time to properly market your products.

9. Treat your brand as a business asset.
   Brand essentially is what makes your company unique. It is based upon how you wish to be perceived and ultimately how you are perceived.
   

   ·	Customer Experience The customer experience as it relates to the brand includes everything from the telephone greeting, staff behavior, and overall quality of the customer experience. This includes various business attributes such as customer service, product inquiry, order placement, service/order receipt, quality, delivery, and feedback.
   ·	Other Brand Considerations Brand also relates to your name, logo, tagline/slogan, and the location you select for your place of business. Your pricing structure is also often times viewed as a very relevant brand attribute.

10. Get involved in the community.
    Networking is a great way to promote your name or organization. You could contact a charity and ask for some assistance in helping you get started in the community and offering to be a spokesperson. Donations such as products, services or cash are also another great way to get involved. Also consider joining your local chamber of commerce.
11. Put your best foot forward.
    Always strive to be the best at what you do/offer. A positive attitude typically shines through in the quality of the work and the customer relationship/experience.
12. Leverage technology to grow your business & provide the appearance of a much larger organization.
    

    ·	E-mail E-mail services allow businesses to follow up with customers more effectively and efficiently. Additionally, some of the more sophisticated features that might expand your business include electronic behavior tracking based on product inquiry or purchase history, regular e-mail newsletters & announcements, information exchange, etc. You also might want to consider search engine optimization and/or search engine advertising in some cases.
    ·	Phone Consider using a PBX or private branch exchange telephone. These types of systems provide call transferring, voicemail, call-forwarding, customized greetings, hold music and an automated directory service. You may want to consider obtaining a toll-free number. Also, remember that international customers will require a local number.
    ·	Other Communications Newsletters are a great way to keep in contact with your customers. Although print and distribution costs may be high, a newsletter can be a great marketing tool for enhancing your exposure and professionalism, highlighting your product or service offering, or offering special discounts. They can be distributed in hard copy or electronically for greater efficiency.

13. Establish strategic alliances or partnerships.
    The strategy could be based upon networking. The alliance could be with a partner who adds to your firm's capabilities or could be with an influential customer whose association with an enterprise provides reliable access to a desired and specific market.
14. Consider the unique aspects and additional requirements of a home-based business.
    Designate the appropriate space and time for your business. Ideally a home office set up in a separate room is recommended. If you have distractions such as children at home, a dog, or other noises try to minimize and still provide a professional appearance. Ensure you have a business phone number. If possible, it is best to have a trained person answer the phone on the 2nd or 3rd ring with a friendly & pleasant voice as this is the first impression the caller will receive. For calls you are unable to answer, create a professional outgoing message and return calls promptly (within 24 hours of receipt).