by Erin Ferree
http://www.elf-design.com
© 2007
You've probably heard that people buy products
and services
from people they know, like and trust. And, as I have done,
you've probably wondered how you can foster more of this
"Know-Like-Trust" factor in your business relationships.
Pictures are tied to our emotions in powerful ways, so
strategically using your logo and brand identity materials
(business cards, letterhead, brochures, website, etc.) to
enforce this connection is a great idea.
A brand identity kit contains many of the attributes
that
contribute to the "Know-Like-Trust" factor, in the
following ways:
- Know - A creatively designed set of materials
will make
you stand out in your field. Symbolically designed
materials, where the graphics are designed to communicate
and tell your story, can lead to the prospect feeling that
they understand who you are and what you do, helping them
to form a connection with you and your business. This
contributes to your memorability and breeds a feeling of
familiarity. Through the consistent, repetitive use of a
logo and the supporting visual elements in your marketing
materials, people will feel as though they "know" you
and
your business, even if you have never met face-to-face.
- Like - If you look at a business's materials,
and you
like their look and feel, you would probably find it easier
to like both the business owner and to like doing business
with them, as well. A logo with an icon attached to your
company name can also make your company seem more
approachable, friendly and fun. It can even endear your
company name to your potential clients. Cartoon logos are
highly effective in this capacity, though not appropriate
for all professions. You can also foster a feeling of
compatibility through clear information in your designed
materials-both in the type of information that you provide
and the way that it's laid out and presented. People like
to read text that is straightforward and well written.
- Trust - A high-quality, professionally printed
brand
identity kit can make you look capable, established, and
enduring. Professional materials also impart an air of
integrity to your business. If your materials look polished
and put together, they lead people to believe that working
with you will be similarly pleasant.
All of these factors compound to give you-and
your
business-greater credibility, which leads people to trust
you and to give you more and bigger projects, sales, and
orders.
