The definition of a corporate image is quickly changing and there is a new set of expectations. We used to put together faceless brochures and web sites trying to portray our companies as professional machines that were run like clockwork with a large group of people who knew their stuff.
Clients & potential clients want to make sure that you know your stuff and that you do what you say you’re going to do; that’s the minimum expectation.
But also, what we really want to know is “Who are the people running this place, and what kind of experience will I have if I’m one of their clients?”
Tell us about yourselves. Let us know who you are, what you’re thinking about, what makes you interesting. We want to know why we should buy from you.
It’s nice and necessary to have all the facts detailed, but only having that corporate level of information makes your company appear boring. Once we’ve read all the details and evaluated your business technically, we want to know who you are. It’s the people who are driving this business that really make us want to do business with you.
Putting personalities to a company is the new pre-sales process and can put you so much farther ahead of your faceless competitors. When you’ve Linked with, Followed or Friended someone and then get the chance to talk to them in person, the initial obstacle of awkwardness is no longer necessary. If someone has done a good job of sharing their ideas and personality, you might even be a real fan and feel like you are already friends. At the very least, you can jump right into a conversation about something of mutual interest. What a refreshing change! And what an advantage to the speed of business.
We have such an amazing medium at our fingertips to let our personalities & our ideas come out, so be sure you are taking full advantage of it.
A couple of ideas to get started:
- Have profiles on your web site (at least include your key players) with links to their personal sites such as LinkedIn and Twitter.
- Explore the profiles of your clients and prospects and connect with them.
How do you share the people-behind-the-logo personalities for your business? Do you feel personality sharing is a good strategy? Or do you disagree and feel that a buttoned up corporate image is better for business?
Photo by Dave Morris.