Meet Your Customers On Another Psychological Level
- Date: 2008-09-23 - Word Count: 287
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The identity of a company is equivalent to its core, from where the mission, vision and strategy originate. The image of a company is the impression that it leaves upon the world around it (environment). In some cases, the identity and image of a company match perfectly. We are then talking about the congruence of image and identity.
The company identity must be identifiable as a clearly represented entity! This can be achieved through the use of very few words and /or graphics. Most important is that the identity is understood, internally as well as externally. This requires for the identity to be simply and clearly expressed.
If the identity is communicated in a clear and distinct manner to internal recipients, then the employees are influenced into the right direction. This, in turn, will become an important part of communications with the environment, as all employees - whether consciously or not - will become carriers of the company's message.
Once you have an identity, translated into a mission and vision that can be of use to customers of the company, then you have to tell it to the world! This is a process that takes time and the customer will not believe in it until you do it yourself, whereby in this case "you" means a minimum of your front-line employees.
In return, your customers, the moment they begin to comprehend, start to deal at a different psychological level. In simple terms, they buy more than just a product when they have dealings with a company that possesses a clear identity. The customer "purchases" what the company stands for as well as the product, which in turn strengthens the bond between customer and company in a manner that is virtually impossible to imitate.
The company identity must be identifiable as a clearly represented entity! This can be achieved through the use of very few words and /or graphics. Most important is that the identity is understood, internally as well as externally. This requires for the identity to be simply and clearly expressed.
If the identity is communicated in a clear and distinct manner to internal recipients, then the employees are influenced into the right direction. This, in turn, will become an important part of communications with the environment, as all employees - whether consciously or not - will become carriers of the company's message.
Once you have an identity, translated into a mission and vision that can be of use to customers of the company, then you have to tell it to the world! This is a process that takes time and the customer will not believe in it until you do it yourself, whereby in this case "you" means a minimum of your front-line employees.
In return, your customers, the moment they begin to comprehend, start to deal at a different psychological level. In simple terms, they buy more than just a product when they have dealings with a company that possesses a clear identity. The customer "purchases" what the company stands for as well as the product, which in turn strengthens the bond between customer and company in a manner that is virtually impossible to imitate.
Related Tags: communicate, employees, identity, message, image
Johannes W. Schroder, co-founder of Grow Your Business, has a career as an Art Director and Director of the Art Department. Your Article Search Directory : Find in Articles
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