By Herb Gross
How do you go about creating a new image for your business? How important is it? Are you happy with the image your garage door business projects or is it time for a change? Image plays a critical role in the success of any business.
Here’s a recent example of a garage door company that decided to update its image. The company uses TV as its major advertising vehicle. After using its current campaign for several years, it decided to become more aggressive and give its image a makeover. My job was to identify its competitive advantage and create the campaign. Here are some of the elements that needed to be part of the advertising message.
- In business for more than 50 years
- Locally owned
- Large service fleet, prompt service
- Extensive product selection
- Large showroom and parts department
- Reputation for honesty and integrity
Is it time to update the image of your garage door business? Here are six steps to help you get started.
Step 1: Determine How You Want Your Business to Be Perceived
A good approach is to look at how others have positioned their business. What do their vehicles look like? How do they advertise and what is their message? Look at their logo, print materials and website. Make notes about what you like and don’t like.
Visit businesses with images you do like. Does the business live up to what it says in its advertising? Make notes about its selection and how it presents its products. Note the way employees dress as well as the physical appearance of the business.
In today’s market, pricing plays an important role, but does a low price mean you need a low-end image? I don’t think so. Walmart is a good example. The stores and advertising present a nice image but not an expensive one.
In comparison, Target presents more of an upscale look but its pricing is not that different from Walmart. Bottom line, there’s a range of images that can work for your business.
Step 2: Get Your Employees Involved
Ask your staff questions about your current image and discuss as a group where you’d like to go. Employees will have valuable suggestions since they have a vested interest in your success.