|
Impact
A
fleeting encounter which is remembered for ever. Anonymous
Impact
is the immediate impression that an organization gives and is often critically important!
It consists of two components:
Visual appearance
of buildings, vehicles, products, literature, websites, uniforms, etc.
('corporate identity').
Behaviour
of the employees (part of
their skills and culture).
Visual
appearance:
This is the way an organization presents itself to the outside world -
|
|
The
way
its
name and
logo
appear
Its
style,
designs and colours
Formats
for advertising and media
Appearance of products/packaging
|
Design
of stationery,
typeface
and
website
Uniforms
and dress code of staff
Appearance
of buildings,
cars
or trucks
Effect
of the general neighbourhood
|
Press
or television advertisements are often instantly recognizable through the use of
a corporate layout, typefaces, colours, background music, etc. This philosophy
has now extended to emails and websites.
Behaviour of
employees: The
staff may be eager, courteous, rude, or off-hand. They may be ready to help
customers or regard them as a nuisance. Frequently people have
no contact with the organization beyond a representative who calls on them in
their home or place of work. This person may be polite, appropriately dressed, and helpful; or rude, scruffy and incompetent.
Creating
the right impression
|
|
Prompt
and courteous telephone manner
Pleasant
approach to buildings
No
people smoking at the
entrance
|
Well
designed, easy-to-use website
Clean,
tidy, well maintained buildings
Welcoming reception >>>
|
|