Why is my Business Identity So Important?

There may be a temptation on the part of new business owners to think: “If my product or service is good, that’s all that counts.” While a quality product is essential to a quality image, the reality is that in today’s business arena, image sells. If you’re a financial planner and extremely adept at investing other people’s money, you need to communicate that you’re not only financially smart, but that you’re reliable and trustworthy. You wouldn’t visit a client’s office dressed in jeans and a t-shirt. You would probably wear a conservative suit because that attire conveys a dependable, reliable image — the kind of person who can be trusted to handle finances. People don’t want to give their money to someone who conveys via their dress, that they aren’t serious in a business situation. For this type of business you wouldn’t have a business card printed in neon colors either. A white card with a traditional type face would be a more appropriate choice.