Page 72 - Duct Tape Marketing

Wake Up the Senses with an Image to Match Your Message

you give even the simplest system or procedure a name, these kinds
of things happen:

 You will be more likely to actually document and utilize the
promised system.

 Your prospects view the existence of such a system as proof
that you do as you promise.

 Your prospects get a feeling of consistency and
professionalism—both good things.

 You experience greater buy-in from your team members asked
to operate the systems.

 You powerfully reinforce your core message and brand.
 Your documented and named systems and processes become a

great starting point for industry articles and workshop topics.
 Your systems and processes become fertile breeding grounds

for new products and services.

An Identity Audit

One of the first steps to improving your image is to take a good hard
look at where you stand. You accomplish this by auditing your exist-
ing materials and measuring the positive or negative impact they have.

If you are just starting a business, then this lesson will help you
identify the best way to get your image off to a good start. If you
already have a business, then an identity audit is the first step to
strengthening your company’s identity.

Much of your firm’s identity or brand elements are experienced
at the subconscious level. People don’t sit around and analyze every
detail of your marketing materials; they just know that they either
like something about them or they don’t.

One of the best ways to experience how much work your

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