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The Incredible Image

-- 8 Steps to Put Your Business’ Best Foot Forward



Look into the mirror? Do you see your image--the You that others



Image counts Big-Time in today's super - competitive and

demanding world. But the secret to developing a strong brand

identity is to crystallize--in your target market’s mind and

heart--the image you want to convey, and broadcast that message

actively and consistently.


For example, how do you and your team treat your customers? Is

your service somewhat like this?


**  Pens & Pencils and High Finance  **


Some months back, I met with my financial advisor from

Insurance Company named Pete. Pete sported a 79¢ pen and his

$4.99 solar Calculator - standard issue. Ugh.


This supposed sophisticated financial advisor expected me

to sign a million-dollar life insurance policy. Yet, he handed

me this cheap pen. And he used a lousy $5 calculator to make

financial projections regarding my retirement.


Did Pete consider my family’s future to be important?

Not that another calculator’s answer would be any different

or better from the answer generated by the solar calculator

mind you…but …


***  Perceptions Drive All.  ***


>  What are your customers’ perceptions about you?


>  Do your tools, materials, and style match your customers’

expectations and demeanor?


>  Do your actions, marketing tools and branding efforts

Enhance your image?


Consider these eight (8) ways to shape and sharpen your image

And help you develop your personal brand and your business’

Incredible Image:



1.  Decide what message you want to send your customers and

the image you want to display.


2.         Figure out what’s important to your customers and then

design or redesign your image.


3.         Study how other leading organizations, including your

competitors, broadcast their message. What do they say?


4.         Select the optimal way to broadcast your message and

present your image.


5.         Make Sure your actions consistently and continually

Enhance your image.


6.            Analyze whether any of your actions Detract from your

image and make changes.


7.  Analyze whether your actions, business cards, web Site,

e-mail sig (signature) files, brochures, letters, etc., are

consistent with the image you want to broadcast.


8.         Make sure your marketing programs are consistent from

start to finish—Internally and Externally--and consistent with

all your other business activities and initiatives.

And consistent with your customers’ expectations.



Truth IS stranger than fiction. So remember, every marketing

and promotion activity, every effort, etc. can make a difference.


Even a small yet novel approach, special trait, or standout quality

will help you create your own distinctive brand and enhance Your

Incredible Image, which in turn will set you ablaze in your marketplace.

Then you'll truly multiply your business fivefold, tenfold or more.




Eric Gelb, MBA & CPA, is a copywriter and brand management

expert. He edits the original Publishing Gold e-zine.

For more information, visit

T: 516-374-1387 or


Copyright © 2005, Inc.