How will People Perceive Your Company?
Coming up with the correct image for your company takes a bit of research. Often we have found that smaller companies don’t have the resources of a skillful marketing team and hence, they will base their branding and image on their own opinions without doing any research to garnish a good understanding of their customers. This is dangerous as generally they end up with an image that misses its mark.
Your website plays a vital role in influencing how people perceive your company. The website is often the first contact the customer has with your business, followed by customer service, sales and after sales experiences. All of these things play a part in how your company will be perceived by the individual, but the importance of first impressions should not be underestimated.
It is essential to know who your customers are. For example, if dealing B2C your prime customer may be from a low socio-economic group with an annual income of less than $35,000, or from the mortgage belt where disposable cash is very limited. If this was your target market, having a corporate image like David Jones and Myers may persuade customers to look elsewhere for something more affordable.
When it comes to a B2B web design site, knowing who the decision maker is within the business you are targeting will help you decide on an image. For example, if the decision maker is a purchasing officer, storeman, office manager or warehouse manager generally you can assume he or she is on an income of under $68,000 per annum. They will generally live in a low to middle socio-economic area, be paying a mortgage and driving a car worth $5,000 to $35,000. Their buying habits do not reflect the corporate image their company may portray.
Publicly listed companies often have teams that are hired to get the best price they possibly can, meaning that if your website has an overpowering corporate image it may actually drive other corporates away.