One important aspect of successfully marketing your business enterprise is the integrity of the image that a business projects to its market share. In some ways, it might be considered the most important consideration.
When a potential consumer of your product or service senses a “lack of cohesion” between your outward promotional advertising and your internal environment presentation — you may have just shot yourself in the foot.
Neglect in coordinating these two important perceptions is usually laid at the feet of “”the Budget!” Well, there is nothing new about that old, tried, true and faithful scapegoat. Usually, the belief that improvement and Interior coordination is simply out of reach (financially), is seated in wrong information, exaggerated assumptions and biased rumors. Of course, any approach will mean some expense; but it doesn’t have to be punitive.
With the help of expert Interior design professionals, limited consultation paired with smart use of the magic of color, innovative lighting and sensible space planning revisions, your budget can escape with minimal assault.
So often, I view Interior business environments where just a comprehensive color scheme or an improved floor plan would be transformative! Often, those most closely involved in operations, management and the crush of bottom line anxiety are the last to perceive slippage in that Interior environment’s presentation message.
Fresh, new eyes can see and identify “presentation slippage” that familiar eyes can miss — or don’t consider important enough for attention. Trouble spots develop; bruises happen.
Interior appearance — the cosmetology of Interior space design — is one part of an important presentation “trilogy.” The second would be your business identity package — logo, cards, letterhead, signage, website, personnel name ID’s, brochure, mailers, dress code, etc. Third is your personnel team — the humans. If and when these three marketing components (broadly noted here) are in good condition, are coordinated and clarify the message you want to send, you are good to go. But…
Each of these factors periodically requires regular attention, refreshment, review and updating. When company information changes, your materials must be revised. Of course! Personnel must be appreciated, nurtured, trained and provided adequate, functional workspace; or, you invite frequent turnover. Correctly performing equipment and any elements needed for work product delivery must be made available. Efficient workspace — convenient traffic paths and an appropriate space plan that supports the essential activities — are very desirable. Who doesn’t know all that, in theory?
When the above tools can look like a family and can take place in a refreshing, pleasant and functionally designed Interior environment, with all components compatible, your marketing message becomes cohesive.
Think of cohesion as a strategy, with the integrated elements the tactics. The quality and relevance with which you present your product or service to your market share defines what the perceptive package will be, in the eyes of the consumer.
Take a look around with a critical eye. Does your trilogy hang together?
Robert Boccabella, B.F.A. is principal and founder of Business Design Services and a certified interior designer (CID) in private practice for over 30 years. Boccabella provides Designing to Fit the Vision© in collaboration with writingservice@earthlink.net. To contact him call 707-263-7073; email him at rb@BusinessDesignServices.com or visit www.BusinessDesignServices.com or on Face Book at Business Design Services.
