Impressions to Impress

What impression is your business making?

I’ve walked into to endless small businesses and have been blown away with the good, the bad and the ugly. I am mostly fascinated by small businesses that seem to just simply “get it. They have a current and well thought out logo outside with a very inviting and attractive store front. When you open the doors, your expectations are met with a matching environment and customer service that makes you feel like you’re in good hands.

First impressions are one of the biggest and most controllable keys to building customer loyalty and word-of-mouth referrals, and perception is reality in most cases when it comes to how consumers judge the quality of a business. The key to winning first impressions is to make sure your brand is conveying the right message. Perhaps one of the biggest mistakes small business owners can make is not thinking of their business as a brand. A brand has a personality.  A brand has purpose. A brand has a soul and you are its life breath.

Here are some questions every small business owner needs to ask:

• What sets my business apart from other competing brands?
• What do I want others to say about my business?
• Who do I want to work with—past, present and prospective clients?
• What image does my brand communicate through physical appearance, body language, voice.
• What do other competing brands to better? Worse?

Service, selection and price alone don’t cut it in this competitive environment. One of the positive things to come out of the recent recession is that mediocre brands began to be weeded out. On the flip side, consumers demand more than ever from their services. A consistent experience that conveys exactly what impression you want leave people with is the goal. Small business owners in the service industry often overlook their surroundings and personal appearance and focus only on the service they provide. “I’m a great plumber. What else do people need?” As an owner, you are the embodiment of your business. Whether you are running to the store to pick up milk or in front of a client, you are a reflection of your brand. Developing and maintaining a professional image that’s consistent with your business and brand is key in creating a positive impression of the services you provide.

It’s not all about your physical appearance. From the moment the phone rings or the door opens, customers are craving the “wow.” If your phone goes straight to voicemail during business hours or the receptionist sounds annoyed you’re calling, it’s all over. If your lobby has cardboard boxes stacked up and no one waiting to greet you, it’s all over. If the interior of your massage business has fluorescent lighting, white walls and smells like the sandwich shop next door, it’s over. Seems pretty simple, but we have all walked into too many businesses who don’t get it only to be surprised when one actually does.