Businesses of all sizes face plenty of challenges, especially when they are competing with a large number of other organisations. Promotion is very important to achieve business success but that isn’t restricted to just organising and attending sales events, issuing press releases and placing advertising; successful promotion is also about how you present yourself and your business to your customers.

First impressions are very important and the majority of us form a raft of judgements within 30 seconds of meeting someone. That concept also applies to dealing with companies. For example, handwritten quotes on the back of an envelope may impress some people, but the vast majority want to give their business to someone who presents a more professional approach. That is why image is so important.

Initially building an image, and later a fully formed brand begins with the small touches; a professionally designed logo and attractive signage on business premises is an obvious start. It may seem like a big outlay but it will pay for itself in terms of the image that is projected and subsequent business generated. It marks you out as a serious contender and a business that intends to go places.

Customers need to feel confident that their suppliers are professional and reliable. Obviously being competitive, able to fulfil orders and giving good customer service are priorities, but when those factors are combined with a professional image it is an unbeatable combination.

There are other simple and inexpensive ways to present your business more professionally; starting with your outgoing mail. Haphazardly sticking stamps onto hand-written envelopes may get your mail out on time, but think about the image that presents to the recipient. Contrast that to a typed letter, folded into a window envelope and franked with your company logo. The latter is certainly more professional and buying or leasing a franking machine is not expensive. In addition, postage is discounted for users of franking machines, so not only can you present a professional image you could also end up reducing your postage costs.

Finally, another way of projecting a professional image is to voluntarily register for VAT. Any company that generates over £68,000 per year in turnover must register, but companies who do not generate that much business can still opt to register. A VAT number certainly adds kudos as people dealing with your company may be left with that impressions that it is a thriving, large enterprise.

Of course, none of these image enhancements will work if your business cannot ultimately satisfy its customers. However, first impressions do count and they will give you an advantage when it comes to getting your foot in the door!

Jonathan Wallace writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.