Image is a critical element to any business’s long term success. Have you ever decided not to eat at a specific restaurant because you did not like the way it looked on the outside? How about not even looking in a certain clothing store because you knew they wouldn’t have anything you wanted - the décor didn’t reflect your style? If so, you aren’t alone. Many people say they don’t judge based on appearance but their actions definitely tell a different story. They say they shop based on value alone and all their purchases are based on logic. Well, if that were true thrift stores would be all the rage and malls wouldn’t exist.

Regardless of the business you’re currently in or are planning to start, the image you portray is critical for long term success. The thing about image is it has to match what your target market expects. If you are too far outside of their expectations you won’t get a second look regardless of the quality of your product or service.

For example, and it’s a ridiculous one but it proves this point, let’s say you have invented the world’s best orthopedic support shoe. Your grandma’s feet were your motivation, and you succeeded brilliantly. So you get your start up capital from a wealthy backer whose feet you also saved. Where are you going to open your shop? How about that trendy little building in the artsy section of the local campus? You could hang out in all the coffee shops. Or you could browse the other curio shops, book and music stores. You’d have plenty of time to do it too, because you won’t be selling shoes! Even if you called it “Granny’s Sole” it isn’t going to work because the area’s image doesn’t fit your market.

So let’s say you find a good location near an aging middle class neighborhood situated well between an orthopedic hospital and a whole lot of churches. Perfect, right? Not if you stick with that trendy name. Nobody is going to trust “Granny’s Sole” with their feet. You need to portray an atmosphere of safety, security, and medical experience if you want to get your hands on granny’s feet. Other good ideas include playing soft music from your audience’s generation and putting emphasis on good quality service. It would also pay to be prepared to patiently listen to long stories about grandchildren and pets because that comes with the territory.

Image doesn’t happen by accident. Many companies have either adapted their look or perished from their own rigidity. You have to match what your customer expects if you want their business.

Graphics credits: ©iStockPhoto.com Milorad Zaric (Grandmother), Julie Felton (Shops)