How you represent your brand is key to the success or failure of your company. If you present your message clearly and in a professional manner then you will be rewarded with results, but even the best message can fail if other key elements don’t support it. What you say is important and you should have a clear and easy to understand message, especially in environments where you meet a large number of people and have minimal time to present your company such as networking events, trade shows, and business socials. To support your message you should present it and yourself in a professional manner. Your tone, attitude, and appearance all contribute to the effectiveness of your message.
Would you believe that someone who speaks poorly, is negative, and looks like they got out of bed and grabbed something out of their closet is credible or successful? Has someone ever told you how well their business was doing and handed you a business card that felt cheap and looked cheaper? Have you ever received a follow up email with a signature that contained things other than contact information or links to social media? As a point of reference keep religion, politics, and taboo topics out of your business email signature. A short quote is okay if it’s general interest or business related, otherwise save it for you personal correspondence. Remember that what you say is impactful at the time you say it, but what you leave behind (business card, promotional item, marketing piece) is good for as long as someone keeps it. When someone is going through a stack of business cards will yours stand out and grab their attention? Will someone see something and remember your message? A good example can be found in the real estate industry. There are a lot of Realtors out there working independently and for companies from small to large. These are individuals who are seeking clients to purchase homes for hundreds of thousands of dollars telling you how successful they are while at the same time handing you a business card that screams the opposite. You wouldn’t take advice from a financial planner who just filed bankruptcy. You want to deal with a company that will still be in business at the end of the week, month, and year.
While nothing can guarantee that will happen we are all inclined to want to do business with someone that presents themself in a way that demonstrates they are knowledgeable, professional, and stable. You in turn want to represent this type of person so that others will want to business with you. This means investing in yourself and your business. Quality business cards and marketing materials, professional attire (depending on your industry this may vary from khakis and polo shirts to suits and ties), and a clearly defined message that you deliver with confidence. Most importantly remember that it takes more than a statement to make up a message – it’s the entire package and how it’s delivered.
