So, how do you get your audience interested in learning your story in the first place so that you CAN prove that you have the knowledge and ability to solve their problems and otherwise service their needs?
This is where your corporate identity comes into play.
Let's take a walk into the hypothetical for a moment ...
Picture for a moment, your company is hiring a new employee and you’re the lucky devil that gets to do the interviews. This guy walks in for his interview. He is wearing sweat pants with a hole in the knee, a wrinkled t-shirt, dirty high top sneakers and the worst bed-head you’ve ever seen in your life. He flops himself into a chair without shaking your hand and says to you … “s’up?” He hands you his resume that looks like he’d printed it out 50 years ago, the corners are turned up and torn, there’s a few fold creases, the paper is wrinkled in a few places and there’s a big coffee ring stain at the bottom of page one.
An extreme example, I know, but … I ask you … would you hire this person? Would you be compelled to look deeper? Would you read through his resume at any point, or pitch it when he leaves? If you read it, do you think you'll believe any of his claims he’s made on his resume? Or do you end the interview as fast as you can, wish him well and usher him out of your office, out of your life?
If you said get him out of there, as many probably would, you actually just made the biggest mistake of your life. There was more to that man than was apparent from his poorly put together outer appearance … his “personal identity.”
Here is what you do not know about him, that his personal identity did not inspire you to learn or believe. He’s a graduate of one of the Nation's top educational institutions -- top of his class. He has all of the technical experience you require and then some as well as the bonus skills you specified would be beneficial in addition to the requirements. He’s positively brilliant with an IQ well and above what is the norm and he’s available within your price range. He’s really a nice guy who gets along well with others, he’s a team player and he’s highly motivated. As with many brilliant people, he’s just a little quirky (hence his attire). This man is exactly what you were looking for and you just ushered him out of your life.
As with his personal identity, your corporate identity has the same power to influence the viewer as to whether or not they give you a chance. It’s a door opener, an ear perker, an attention getter. It’s like a high quality business suit.
Now that I have your attention …
Ok, your beautiful identity just got you a chance to tell your story, to prove to the customer, you’re what they’re looking for. What do you do now? You don’t have much time, attention span’s can be very short.
What do you say?
Whether or not you are speaking with the customer face-to-face, or they are on your website, reading your brochure or viewing your PowerPoint presentation either in person or online … you still have to know …
What do you say?
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