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How Small Companies can Mix It with the Big Boys!

Welcome to our blog where I give hints and tips on how to successfully market your business.

Hopefully you have read my previous blogs and have decided on your USP’s, researched the competition and prepared your marketing plan.

Now you should develop your corporate identity. A lot of people think that their identity consists of their logo, company literature, website, vehicle livery etc. This is only the tip of the iceberg. The true meaning of corporate identity is the whole experience of working with a company, from the way the telephone is answered right through the whole process of dealing with the company right up to the way the final invoice is presented, including of course the promotional material – this is the real corporate identity of a company.

Now, the interesting thing is that when you design your logo, choose the colour palette and typefaces you can make a small company look just as big and professional as it’s biggest competitors – if that is what you want to do. Too many small companies don’t spend enough time developing an identity that will stand them out from the crowd. There’s an old saying “spoiling the ship for a h’path of tar” which means for a bit of extra effort and yes, it will probably mean hiring a good graphic designer to design a really stunning image.

As I keep saying in my blogs, research the competition and see what their identities are like – make sure yours is better. A really good corporate identity will give people the confidence to deal with your company.

The next important thing is to ensure that every piece of promotional material adheres to the same image. When we start to work for a new client we sometimes get them to lay out all the promotional material on a table and ask them what does it tell them. Normally the answer is it looks as if the material comes from several different companies – what a waste of marketing money!

A lot of big companies produce corporate identity guidelines that show how every piece of promotional material should look – so their corporate identity is carried through everything – that way people will easily recognise the company and what it stands for and it raises their awareness in the marketplace.

That’s all for now, if you would like to make a comment or have any questions, place email them to me at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or call me on 01424 813412.