Article published Jan. 12, 2004

Westchester County Business Journal, for the Business Council of Westchester

The Well-Dressed Business

By Dianne Averill and Michael Rizzo

You've been invited to a party! You want to make a good impression, so you get a new dress. Maybe a new suit. Or a tie. A nice pair of earrings. A new belt. You know it's true that when you feel good about how you look, you're more confident. You wouldn't go to a party wearing a new gown and tennis shoes, or a tuxedo with a Bruce Springsteen T-shirt.

Your business is like a person. It needs to present itself in a polished, professional manner to make a good impression. It needs all parts of an outfit--business cards and stationery, a brochure or catalog, and a web site--to be presentable.

The first part of the outfit is to know the identity of your business. You know your style. You've been you for your whole life. You know if you look good in red or blue. In ruffles or stripes. In single- or double-breasted suits. What kind of personality does your business have? Is it creative? Serious? Traditional?

Once you've determined the style of your business, it is ready for an image. That means a logo. (Some logos are images --think Nike -- while others are text -- think FedEx.) The style of your business will also determine the kind of typeface you will use on your material. Now you're ready to get your business dressed.

Your basic stationery package is first. Make sure you consider the quality of what you are showing. A business card is often the first piece handed to a potential client. It makes the first impression. This is not the place to get cheap. Yet some business owners think they can save money by purchasing perforated lightweight cards from a stationery store and printing them out on their home inkjet printers. Your most elegant party clothes don't come from the dollar store.

Consider what your card says. You must have an e-mail address. Even if you aren't comfortable using a computer, you will lose business if you can't get e-mail. And consider your address carefully. Businesses with e-mail addresses at AOL, Yahoo, Hotmail or any other portal service are unprofessional. Even if you are not ready for a web site (keep reading for more on that) you can easily purchase a domain name (www.yourbizname.com) and get e-mail at you@yourbizname.com. Your business name might be available for purchase exactly as is spelled. Here you will need to be flexible. Like brown shoes with blue slacks--not the best match, but acceptable.

To complete the first part of the outfit you need letterhead and envelopes. You can add a few details by also using custom invoices and by including pre-addressed return envelopes when you bill a client. Custom mailing labels for packages is another nice touch.

Now let's accessorize with a printed brochure or catalog. Why do you need one? (Why do you need a tie clip?) Being visible in a variety of markets and mediums is the key to growing your business' reputation and recognition factor. If your product line changes often, consider a brochure that discusses the process. If you are a builder, for example, and every time you create a new structure you want to feature it in your sales material, printing a brochure may not be the best idea. If you run a retail store and have a catalog, but change your product line often and do not want to make a new catalog every month, then don't.

Instead, use your brochure to explain the quality of what you do or talk about what you sell. Introduce your staff. Tell about your company history and your plans for growth. Feature your best work or products that are staples.

Now we get to the umbrella--you don't always need one but it's nice to have. A web site. A web site is flexible and less expensive to change than a printed piece. It gives you the opportunity to highlight new products immediately. Another benefit is the number of potential clients you can reach. One of the beauties of a web site is that there is always room to grow. If you structure the site properly from the beginning, you can expand it as often as you like.

We've just covered the fashion basics. You can always add direct mail, newspaper ads, premium give-aways, radio announcements, public relations and that jaunty silk scarf or tie.

After all, you're looking to be invited back again, aren't you?

Dianne Averill is a partner in Averill & Associates, a White Plains-based graphic design, printing and web site design firm. Michael Rizzo is the creative director. See their work at www.averillonline.com.