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Many small businesses dont realize how important their company image really is The following is a formula for low cost marketing for a small business to create or better their image To find this formula I interviewed Evan Paull the owner of a small sign making company based in Annapolis Maryland called Independent Sign Consortium or ISC ISC was started in 1996 and has had a steady growth ever since I also interviewed Allison Green the marketing director of Revisions Revisions is based in Baltimore Maryland and is a non-profit organization dedicated to helping the mentally illMany small companies believe that a corporate or company image develops all on its own Therefore they believe the business itself has little or no control over shaping the outcome of the image Often a company will delay any investment in a public image because they think its an expensive luxury It is only after some bad publicity or a negative event do they relies that some effort needs to be put into improving or defining their look Of course if you wait until something like this happens the cost is always going to be higherMost successful businesses have a carefully crafted image that separates them from the competition and helps to establish a solid public presence remarks Allison Green A distinct corporate image benefits many aspects of any business Public relations rely on image to attract new customers and to generate repeat business Finance departments depend on image to impress investors and shareholders with a sense of stability Employees feel more secure when a company has a good imageAn image should always accurately reflect the substance of a company However an image is only a perception an appearance a representative look of that substance Subsequently as Green says it doesnt always have to cost an arm and a leg to accurately represent the company Given an unlimited budget any fat corporation can create a new image or alter
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