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Branding
Take the image test

Image Test
Many businesses that I come into contact with realise the importance of maintaining a good brand image. The more successful ones are constantly monitoring and upgrading their image to keep pace with a competitive market place. Sadly many don't and suffer the consequences of looking out-of-date and behind the times. Some even begin to loose sales because of a poor image. As a last ditch effort they try to rescue their image but usually too late. So I suggest a regular review of your image to make sure it is still doing the job. This test is designed make you think about your image and visual appeal.

Take The Test...
1. Do you have one distinctive logo that people remember?
2. Does your logo have a strong enough personality to be attractive?
3. Does your logo reflect the type of business you are in?
4. Does your logo capture the 'added value' and benefits that you offer?
5. Is your logo applied consistently, everywhere?
6. Does your logo work in all applications e.g. newspaper, fax, web, photocopier.
7. Do you have clear company colours?
8. What era would you place your image?
1950, 1960, 1970, 1980, 1990. 2000
8. Would you be attracted to your business image if you were a customer?
9. If your company's image was a car how would you describe it? eg. a mini with a bad paint job.

Give your image standout impact
In a crowded market does your image standout. Have a look at your logo in the Yellow Pages. Does it jump out above the others or does is it just fade away like wallpaper.

Use branding to express your point of difference
Many people don't know what makes their business different from the competition. But if you want to stand out to attract customers you need to know what makes you different. A finance company trying to appeal to everybody discovered they had a strong female sales force. They focused on selling to women. Their company image and service focus reflected this feminine side thus they promoted their point of difference. Guess where women enjoy going when they need finance?

Inject personality into your image
Does your image have a unique personality that you could describe? Like: practical and reliable, or fun and lively, innovative and techno. Customers are attracted to strong personalities.

Weave your 'added value benefit' into your brand
When creating a brand name many businesses will add the key benefit of their product in the name. Energizer, Poweraide and both make great promises within their names. Others will do it with the imagery associated with the name. McDonalds use Ronald to say McDonalds means fun and good times.

Keep your image consistent
I recently passed a motel that had three impressive signs advertising their services. Sadly all three signs had different logos. It looked like three different motels. If the customer was to try and recall where they stayed they would have difficulty. Make it easy for your customers to remember your business.

Keep your business image up-to-date
Have you ever looked at your old class photos and laughed at the haircuts and clothes? 20 year, 10 year even 5 year old fashions can be hilarious. Is your business image dated? Does it need a fresh look? Customers like to associate with a contemporary business ...

If you need an image update then contact Downing Design.

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