Does your business image need a makeover?

Woman in a white dress sat in an empty restaurant with a laptop and drink on the table


Although you may not realise it, many people will judge your business on its looks. A scruffy or out-of-date image is likely to make people think the same about your products or services. Simple changes to your image could make a significant improvement to your profitability

  1. Work out what you want to achieve from an image makeover, such as attracting specific customers, seeing off a competitor or being able to increase your prices.
  2. Evaluate the strengths and weaknesses of your existing image. Look at your premises, printed materials, online identity, packaging, signage, vehicles and customer relations. Talk to your employees (getting their buy-in is vital) and customers to find out what they think about your firm’s image.
  3. Consider your business name. Does it give the right impression? If it sounds dated or no longer reflects everything your business offers, weigh up the pros and cons of renaming your business.
  4. Think about how your stationery and printed materials look. Is the design professional and contemporary? Could the content be better? Everything you write for customers - from flyers and business cards to website content and social media posts - reflects on your business.
  5. Evaluate your logo. Is it looking tired or dated? How does it look on your stationery, signage, packaging or company vehicles? Would creating a new logo add some vigour?
  6. Consider your website. It's the first place potential customers will go when they want to find out more about your business. Does it need updating or redesigning? Is it easy to navigate and does it answer your customers' questions? If it needs some serious attention, it could be time to hire a professional website designer.
  7. Monitor your communications on social media. Are you and your team presenting the right kind of image for your brand online? Social media guidelines can help you project the right image consistently across all sites.
  8. Focus on your premises. Would having it repainted, for example, give visitors a better impression? Your employees are likely to be happier and more productive, too.
  9. How you and your people interact with customers is an important part of your image. Maybe it’s time to look at such things as how customer complaints or enquiries are dealt with. Perhaps staff members need a refresher course.
  10. Think about how your business communicates. Make sure everyone knows how to answer and transfer outside telephone calls clearly, efficiently and in as friendly a manner as possible. You should consider training staff in the writing of emails and letters to customers and suppliers as well as how they communicate in person and online.

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