Impression Engineers

Last week, we talked about the look and feel of your company or brand. If the look and feel is the face of your company, then imagine that the management processes and systems is the skelton, while the service, price, quality, availability, selection, functionality, etc. are the various functions of the body. All should be functioning well to be successful. It’s always been a competitive world out there. The Internet has opened vast markets for our customers, their attention is being pulled in many ways. Remember, your competitors, most likely, offer quality products, good prices and customer...

Most people think of a logo when they hear the word brand. Brands are not just logos. Brands are the intangibles that consumers believe about your company, product or service. When we see a logo, we usually think of a brand—the swoosh and Nike, the golden arches and McDonalds, but brands have many “parts.” Today, the first part of a three part series, the most obivious part of a brand — the visible part of your brand — the logo, logotype, jingle, tagline, etc; including the color, font, sound, look and feel. When developing this part of our company or brand take care...

As strange as this question sounds, it is important to know—who you are and what you do for your customers, not what you think you do for them. Perception and impression is the secret ingredient in business success and a unique brand. Think about it: • Starbucks sells coffee. It promises a safe gathering spot, community and inspiration. • Nike sells shoes. It promises excellence in sports and life. Success comes from the creation of a strong attachment—emotionally and/or practically. Answer these 5 questions to help you understand the emotions of your brand. 1. What is it...

I was completely distracted last week, my local broadband provider decided I had cancelled my account… I had not. There are 2 ways to fix everything — my broadband service originally choose the first way, the immediate “fix.” To them, I had cancelled my service, and “there was nothing that could be done.” According to the service rep, there was no way the account could have been cancelled unless I had done it and it could not be reinstate. When I asked to speak to a supervisor, I was told “He will not tell you anything I haven’t told you…” Today,...

For the past 3 days, I have been trying to pick out a paint color for the bedroom. In the store, the color looked light green, a color I would call “Seafoam.” The paint supplier called it “Reef”, my friend said it looked gray as we painted it, and in the bedroom lighting, I just stepped back and called it “Yuck.” Still a work in progress… So what does this have to do with anything? Well, it just pointed out to me once again that we all see and understand things differently… How many times do we describe something and know exactly what we mean,...