Through our engagement in local business and community groups, we have had the opportunity to see a lot of small businesses come and go. We can almost sniff out the ones that are going to fail based upon the way their representatives present themselves. One of the most important indicators is whether that representative projects confidence. I think this goes right down to the subjective, perhaps even unconscious decision-making that is wired into our brains that guides how some of us vote for leaders, decide who we admire, and perhaps even choose friends. Would it not be advantageous to have that same wiring working to boost a prospect’s interest in your business?
We recently supplied some embroidered shirts to a small startup firm near Tacoma, WA that supplies camera equipment. The owner ordered only four shirts. He wanted them because he was heading off to a trade show. What do the shirts accomplish for him? Several things:
- Awareness — At least people will know what he represents whether or not they ever speak to him.
- Branding — This builds upon Awareness because the firm has other marketing materials and is trying to achieve a consistent brand image.
- Boost A Prospect’s Confidence — Consistent branding materials help a consumer to decide whether your company is stable and a viable long-term supplier.
Stability is particularly important for potential clients who are looking for a long term relationship with your business. They want to know if your company is just a flash in the pan or if you will be there to support your product several years down the road.
Think through how your company looks to your prospects. Does your company inspire confidence? Do your prospects feel comfortable that you will be there for years to come? Do your representatives look and act like they are mercenary hires or like they belong to a brand? Your website, your print materials, and your logo wear all help mold that brand image in the eyes of your target market.