Is Your Corporate Identity Seductive?

I’ve written a lot over the past weeks about how to find out who your customer is, how to discover what they want, and how to write benefits that attract them.

Now, it’s time for me to ask the next question.

Is your corporate identity seductive? Does it ooze benefits and attract new customers?

Or is your image dull. lifeless. boring.

Read more to learn what makes your company attractive (and what will have people running for the hills).

Having a corporate identity that is attractive boils down to four main points:

1. Is your identity consistent? The best way to help people remember you is through repetition. But, what if you have a different logo or typeface on all of your materials? Potential clients won’t be able to recognize you. And there’s more, changing your appearance can confuse and frustrate people. Keeping a consistent image throughout everything you use is the first step towards creating an identity that will sell your company and seduce clients.
2. Does your identity reinforce your benefits? Yet again, we come back to repetition. With a name, logo, slogan, website, and intro speech that all say you’re the best computer fix-it guy, you’ll have an easy time convincing people that they should come to you with computer problems. To create a seductive corporate image, you need to come up with great benefits (that relate with your target market) and echo them over and over again.
3. Are you ‘classy’ or ‘cool’? Or friendly, or old-school, or cutting edge, or professional? The point is; does your image put out the same feel that your target audience wants? Chances are you won’t seduce many lawyers by putting out the ‘cool kid’ image. And it’s not likely you’ll attract many 20 somethings with the dry professional look. Each market needs a different feel, so make sure your company’s image matches up with the people you’re showing it to.
4. Is your image focused and to the point? Can you imagine what would happen if I gave a marketing speech to a group of business people and started talking about dress codes or office decoration? I can guarantee the audience wouldn’t be happy. They wouldn’t remember what I was talking about, either. The same premise applies to your company’s image: keep it razor focused, and you’ll be rewarded with people who remember what you do and call you the ‘expert’ (really, it’s true).

It is important to remember that no matter what feel or benefits your corporate image shows, it has to look professionally done. People don’t want to do business with companies that can’t afford to pay for a logo, it’s a trust and credibility issue.

Do any of you have a new logo or identity you’d like to show off? Feel free to drop a link in the comments, along with a little explanation to set the stage.

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