Dont Try To Force Authenticity

Image by Steve Keys via Flickr

By: Colleen Davis

I have to wonder how many companies have hired someone to do their graphic designs for something like their business card printing, and have told the company they hired, "Make it look different but authentic at the same time."

If you didn't design something yourself it's never really going to be authentic. That's just the reality of the situation. The real question is whether or not other people are going to be aware of this or not. You might be able to pull a fast one over on some people, but don't expect to fool them all.

But what exactly is authentic about your company, and what will make people question whether you're being authentic?

This goes to the core image of who your company is. What is the central theme that you promote, the thing that makes you stand out in the marketplace?

You skirt the lines of authenticity when you attempt to change what that image is you've spent so many years before cultivating, or you attempt to force people to see you in a way they really don't.

One example is Microsoft's recent attempt to improve their image by hiring out people like comedian Jerry Signfeld to promote them. The image Microsoft previously locked onto was as a leader in the field of technology due to how prolific their products are. If you own a Microsoft based system you can be pretty sure you can use any kind of file, because odds are good everyone else will be using Microsoft as well.

Now they're trying to say people should use their software not because it's practical, but because it's cool to do so. I'm sorry, but I don't buy it, and I have a feeling a lot of other people won't either.

And whatever your core idea is, this will be present on your marketing material, with your business card printing of particular note. A business card needs to carry with it the central idea of a business, no matter what that is.

If you start trying to place emphasis on designs and themes that are drastically different than what you've been doing in the past, people are going to notice, and odds are good they won't be pleased with it.

Because this kind of strategy just feels false to me, like a company is going through a mid-life crisis and doesn't quite know who they are anymore. You need to feel authentic for people to trust you, and the more you try to force a certain image, the less authentic you're going to be.

You don't have to do all of your design work yourself to make something authentic, but you do need to have a strong focus on what you're trying to get out of your marketing, along with what has made you successful in the past.

It isn't easy to change your company image, and while it can be done, it has to come naturally. The more you force changes, the less likely people will be to accept it.

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Small Business - Internet Presence Is A Must

It seems like every day another large business announces more layoffs, plant closings, reorganization, or all of the above. Lost somewhere in the headlines are the hardships small business owners are facing. Businesses are seeing a dramatic drop in sales and have to lower profit margins to stay buyer-friendly and competitive. Most large businesses have the resources and revenue to withstand the current economy, where as many small businesses have been forced to shut down. In the current economic conditions, it has never been more important for small businesses to have a presence on the internet. Whether you join an advertising network, create a website, or promote your product(s) on social media sites; an internet presence is a must. When your local and regional sales are down, your internet revenue can keep keep your business alive. As everyone knows, advertising can be very expensive depending on what your trying to sell. Social media sites, blogs, and forums can be an effective and inexpensive way to get what your offering in front of a lot of people. However, it's a very tedious and time consuming task. Realistically, none of those methods can reach their full potential if you don't have a website for your potential customers to go to and get more information about your business and product(s). The first step in getting your business online is to get your website up and running. The amount of options you have are staggering. So the question is - Where do you start? The answer to that question depends on you and your product(s). There are 3 basic options for website creation. 1. If you have a large product base and/or do not have a lot of internet knowledge, it's probably worth investing in a professional website design service. This can give you the exact look and feel you want, but comes at a much greater expense. 2. If you have only a few products and/or have some basic computer knowledge, a quality web hosting company could be a better way to go. They are relatively inexpensive, have very easy to use templates, and have many extras included or available. 3. A pre-designed web store is quite possibly the fastest, easiest, and most economical way to go. These are ready to go, customizable, complete with shopping cart websites you could have up and running in a few hours. If you are just starting out or don't want to deal with the hassles and expense of the options above, this is probably the best way to go. How ever you choose to promote your small business on the internet, you must keep a few things in mind. 1. Are you internet literate? Are you willing to learn? 2. How much are you willing to spend to get your small business on the internet? 3. Once you have your business on the internet, what are your goals? There are already millions upon millions of websites for people to browse. What kind of plan do you have for yours? Getting your small business online is only the first 1% of your journey. The other 99% is finding a way to stand out from the rest.

The Author:

Joshua Bedor is a middle class American sharing his thoughts and knowledge in his articles. Joshua invites you to visit http://learntoanything.com to view over 550 how-to and do-it-yourself guides.

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