Signs are funny things. I recently drove passed a strategically parked van advertising top quality food in a local restaurant – not such a daft idea – but the van was rusting, dirty, old and tacky. I got an instant impression of what the restaurant standards were likely to be.And in a very simple way – that is a good example of how important image, consistent branding and public perception is for all businesses/organisations looking to engage with their audience.
We’ve all formed a view of the rusty van restaurant without ever even knowing where it is or what it actually sells. And whether we like it or not, perception is more important than reality – because if we believe something, we make a decision based on that belief – often oblivious to the real truth.
So making sure that your business presents the right image in everything it does is crucial to success – whether it is a tidy reception area; good, clean signage; great up to date website; valeted company vans and professional marketing literature. The list goes on.
If ever you needed proof that getting signage right is just so important – just ask the officials at Swansea Council who when asking for a Welsh translation of a road sign, got more than they bargained for. The ‘no entry for heavy goods vehicles’ sign was translated as: ‘I am not in the office at the moment. Send any work to be translated’.
What image do you think that creates for Swansea Council?
Peter Corder
Managing Director
Image courtesy of BBC News
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