Page 70 - Duct Tape Marketing

Wake Up the Senses with an Image to Match Your Message

and have everyone in the firm adhere to it. Please don’t tell me that you
are either on the phone or away from your desk.

How about a short message about a new product, a tip, or relevant
quote?

Your E-mail
E-mail is a place where people really trip up their brand. Create

an e-mail template complete with contact information and a market-
ing message–based signature, and make sure that everyone adheres to
it. This is not the place for clip art and fun wallpaper to appear.

Sights, Sounds, and Smells
Your work will generally represent the state of your working

environment. Even if your clients don’t visit your place of business, it
should look as though they do. Set standards for your place of business
(even if it’s a home office) as though a new prospect were expected to
show up at any minute.

Dress
Do you need a dress code? Remember, dress, like every other ele-

ment in this chapter, either adds to or detracts from the brand you want
to portray. One of the great things about owning your own business is
that you can hang out at your desk in your flip-flops with your favorite
old dog at your feet and nobody can tell you to do otherwise. But know
that how you choose to dress does impact your market’s impression of
your ability to deliver the goods.

So you may not have a dress code, but your market does. I heard
a speaker on this subject comment that you should dress just a little
better than your market. From a small business marketing point of
view, I like that advice.

Logo apparel has also become a very acceptable small business
uniform of sorts.

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