Business Strategy: Creating a Memorable Business Image

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Introduction

Business image is the perception that people have when they see your company name, hear your company name, or think about your company. These people include, but are not limited to, customers, investors, suppliers, and employees. A successful business strategy includes plans for creating a positive and memorable business image.

Factors to Consider

Several factors should be considered prior to creating your business image. Each of these factors will help you decide what your image should be. First, you must identify your target market. Performing a market analysis can assist with this step. Determine who your customers and potential customers are.

Once your customers have been identified, you must pinpoint their values, desires, and priorities. This can be accomplished with surveys, focus groups, or customer feedback. Common customer values, desires, or priorities help lead to various branding concepts.

Next, you must identify the specific qualities with which you want your company to be associated. The specific qualities will differ depending on the type of business. A restaurant may wish to be associated with down home country cooking, while an investment firm may wish to be associated with professionalism. Identify appropriate qualities and choose those that generate positive feelings among your target market.

Finally, define your business and focus on a specific aspect of the business when creating your business image. If you decide to use a slogan, make sure your slogan reflects the specific business aspect you have chosen.

Features of a Memorable Business Image