1. Mr Krzysztof has many satisfied customers. However, there is another paving company in his town whose owner has a similarly sounding surname. Mr Krzysztof fears that some of his potential customers, following a recommendation, might accidentally end up with the competition.
Standing out from the competition is one of the fundamental functions of a logo and a company’s visual identity. That is why Mr Krzysztof should commission specialists to design them. This will not only help the company stand out in the market, but also make it easier to remember. Besides, this is now standard practice. If a company wants to be perceived as reliable and professional, it must look after its image and have its own logo and promotional materials.
2. Mr Dariusz built a driveway and a path for the owner of a detached house. The client was very satisfied and wanted to recommend Mr Dariusz’s services to family and friends. He asked him for a business card and a website address. However, Mr Dariusz had never had a website, and his business cards were out of date.
This situation clearly illustrates that a lack of visual materials (whether physical or digital) can cost us attractive jobs. It is difficult to promote your services effectively without a logo, business cards, a simple website or a social media profile. It is not that you have to invest thousands straight away, but you should at least take care of the basics and gradually add further materials.
3. Mr Jan received a request for a quote from a client. In response, he sent a detailed breakdown of costs. However, he later found out that the client had chosen a competitor’s offer. When asked about the reasons for this decision, the client replied that it wasn’t the price that was the deciding factor. What made the biggest impression on the client was the competitor’s website and social media profile.
This case should come as no surprise to anyone – when faced with two similar offers, image usually ‘makes the difference’. What’s more, customers often prefer to pay a higher price just to feel that they are in good hands. Customers’ perception is this: if a company invests in its image, it probably takes a professional approach to providing its services as well. Besides, if it can afford professional graphic materials, it means it is successful in its field. And in this way, it gives the impression of being a larger and more professional company. Even if both companies provide services of a similar standard.
4. During the initial negotiations, the client asked Mr Grzegorz for photos of sample work. Unfortunately, Mr Grzegorz only had a few blurry photos on his phone, and these were from projects that had long since been completed. The client ultimately awarded the contract to someone else.
As you can see, it’s worth documenting your projects (with the client’s consent, of course). Firstly, it lends credibility to our work – living proof of what we’re capable of. Secondly, photos of completed projects can serve as inspiration for the client, who might spot a solution that catches their eye. Thirdly, it’s a great resource that can later be used in promotional materials, such as on a website, on social media or in leaflets.
