You no doubt know the feeling of starting a new sport or hobby. When getting into a new sport, having the right shoes, bicycle, racket etc. are an essential part of being ‘the real deal’. You need the tools that tell the world that you are part of the sport and you are a Crossfitter, cyclist, volleyball player, swimmer etc. My new weightlifting shoes just arrived, and now I’m nervous! I have been doing some weightlifting as part of my Crossfit training for years. In fact, it’s the favourite part of my workouts. But, I have only just bought a pair of shoes specifically for this type of training. Now, I feel a new level of commitment to the sport. Silly?
When you start a business, you don’t have all the elements of a business uniform.
You may have a logo, but you don’t have a website. Then you have a website and don’t have a social presence. As you build up your arsenal, you badge it with your branding and how you will be represented. Over time you don the uniform that portrays you as a business and a business owner.
A home-based business uniform
When I started my business out of my spare room, as a lot of business owners do, I had to get into the habit of getting out of sweats and pyjamas! Some days it was 10am before I realised I was still seated at the desk I’d walked to trance-like straight from bed, in my nightwear. Then in my 30s when I ran my own events business here and in the USA, a business suit was the way that I was telling the world that I was serious about business. I had a huge dry-cleaning bill and a closet full of business suits, the latest Mac accessories and the expected airline lounge membership tags attached to my computer bags. These days, I mostly work out of our casual office where jeans are the norm (though still dressed up and professional looking) and I dress in a more traditional business clothes when the need arises.
Our business ‘uniform’
As an organisation, the HerBusiness uniform is designed to speak ‘approachable and professional’. From the colours and styles on our website, to the photos we choose in our marketing and even the tone in which we post to social media, the look/feel is designed to fit our brand image and the uniform is designed to be cohesive and never to jar our audience. Here are a few questions to ask yourself about your business uniform:
- Is your online uniform well pressed and clean? That is, does it look and feel like a business image? Is your copy free of typos and errors and broken links? Are your processes providing a good user experience?
- Are you a fashionista or a wallflower? While you don’t need to be ‘best dressed’ in businesses, you sure don’t want to be on the ‘worst dressed’, especially as compared to your competition. The interface, function and utility of your brochures, customer service practises, all reflect your business image. So, be thoughtful in your positioning and invest the time and money to put yourself at the head of the pack.
- Will I recognise you if I see you? You have probably all had the experience of turning up to a live event and meeting someone that you’ve only known online. And, they look NOTHING like their (probably slightly out of date) photo. I do try not to seem surprised, but at times I am. The ‘uniform’ that they’ve worn virtually doesn’t match up to the real deal.
If you haven’t reviewed your online presence in a while, or the photo on your marketing is from your daughter’s wedding eight years ago, then maybe it’s time for a fresh look and an updated image.
How we present is relevant, whether we want it to be or not.
Customers WILL make a judgement call as to your authority and professionalism based on the whole package, how you appear and how your business appears. Authenticity trumps, so if you’re business uniform needs to be dusted off or replaced, then get to it. If it’s too small and not representative of your size and presence, then it’s time to go shopping.
