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  Kathleen Gran is having a great time working as an Image Coach and helping people achieve a strong, personal brand. Her mission is to get people to understand the power of their visual impact so that they can thrive and succeed.

  

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As an entrepreneur, you probably hand out dozens of business cards every month, if not per week. You hope that your card will serve as a reminder for the recipient to give you a call, send an email or provide a basis for referrals. You also hope that your card will have a long lifespan in your client’s file. Yet, many folks overlook the importance of their business card’s role.

FACT: Your business card is a small, but powerful marketing tool

At just 5 x 9 cm, your card can actually make or break a client’s first impression of you and your company.

Handing out a card that is not in sync with your company’s mission, that is conveying a confusing message, or that is lacking in design is detrimental to your professional image. Handing out a card that is not in pristine condition (stained, corners bent) will give a negative impression that will be difficult to overcome.

Your business card is an extension of what you, and your company, represent so it is important that the recipient immediately understands what you are about.

FACT: a business card must meet 5 criteria in order to be effective

1.     It must clearly define your identity 
Your name, title and company name must be prominent, yet well balanced within the design of the card. This information will help the recipient quickly establish your ranking within your company.

2.     It must facilitate access to you 
An efficient business card tells people what they need to know about your product or services, how they can reach you and where they can learn more about your business. It must represent you well when you are not around to provide your contact information.

3.     It must be memorable 
To ensure a long lifespan in someone’s files or for it to be an eye-catcher when on display, your business card must stand out in such a way that people will want to keep it even if they know that your services are not for them.  Aim for the “wow” factor.

4.     It must convey quality and trust 
An effective business card is one that conveys the level of quality of the product or service that you are selling. If you are selling a high quality product and your card looks home-made and printed on your ink-jet printer, you will not relay the type of image needed to build credibility and trust.

5.     It must be attractive to your target clientele 
Your business card needs to qualify your product or service to attract the right clients to your company. Your target clientele needs to relate to your card design. You will not have the same design when you target families with young children than when you target elderly citizens. For the latter you may want to use a larger font size, for example.

If your business card is a standard company one, you have little room for creativity. However, you may still impress your clients by keeping your cards in a high quality card holder and handing them out together with a postcard or other small brochure that is designed to your image, if that is allowed by your internal policies and procedures.

FACT: your business card is a smart investment

Your business card is one of the first elements that will brand you to your potential clients. It is a smart investment to optimize your professional presence and anchor your unique professional image.

To determine if your business card needs a makeover, fill out my quick assessment available in  my June post.

Check out my 2 business card makeovers, also in the June post! 

Your company may have evolved, but your card may not have followed.

Take my quick assessment to find out if your card is complementing your professional presence or hurting it.

Add the number of yesses.

3 or more: You seriously need to look at refreshing the look and content of your business card. It may not be sending the right message about you or your company and as a result, you may be loosing business to your competition.

1 or 2: You may want to look at these specific areas when ready to reprint your business cards.

If all of your answers are “no” answers: Congratulations! Your business card is serving you well and you should be proud to hand it out!

Client # 1
Claire Jobin, Real Estate Agent

Goal
For her return to Remax, Claire wanted a more professional feel to her card. She wanted to look experienced, yet dynamic enough to attract one of her target client groups: young families.

Considerations
Claire had to respect certain guidelines required by her broker, for example, she had to use the Remax balloon (available in several formats and colours) and insert mandatory information.

All pictures published with client permission.

The “before” card

• Too many bright colours – the eye does not know where to look.
• The card design crushes Claire’s head and she seems confined to a corner which takes away her “power”.
• Neither her name nor her company’s name is highlighted.
• Claire’s outfit does not make her stand out and her shoulders look slouched which fails to convey self-confidence.

The “after” card

• Claire’s picture is one of the first elements that people see when looking at her card. We needed to work on her visual image in terms of colours worn, accessories, hair style and posture. 
• We highlighted Claire’s hair to give it more shine and a youthful look.  
• We chose colours that complement her natural complexion rather than deenergize her. 
• We chose accessories that relate to her features. 
• We chose the picture background colour to complement her outfit. 
• We chose the Remax balloon to fit her card design without taking over the visuals. 
• We made her name stand out, while keeping a balance with the logo and company name. 

Results
Claire conveys a more accessible, credible and powerful image. She inspires trust and credibility.

Client # 2
Allan Macdonald, Wealth Management Expert

Goal
Allan’s service offerings had evolved over the last decade and he wanted to convey a more modern look to his logo and card design to attract a larger segment of the population and be in line with his competition.

Considerations
Allan wanted to keep the crest since it is part of his brand and clients recognize him through it. He also wanted to keep the same colours and the gold foil element.

(Note: all yellow elements are actually gold foil on the cards)

All pictures published with client permission.

The “before” card

• Old fashioned look and feel.
• Name of company is lost in the crest and doesn’t stand out.
• The “M” in Allan’s logo is hardly visible in the crest.
• The tree, which is also part of Allan’s logo, is difficult to “see”.
• Font is difficult to read.

 The “after” card       
                                                                       

• The logo is modernized, yet recognizable to Allan’s clients. 
• The “M” and the tree are easier to identify.  
• The name of the company is clear. 
• The absence of serifs in the font makes it easier to read, even on a small font size. 

Results
Allan’s card has a greater visual impact and is a little bolder in its statement.  Its more modern look remains in sync with the images that are part of Allan’s brand and that he wanted to retain.

Conclusion
Handing out a business card that has an immediate impact puts you in a favorable situation in the mind of your client or potential client.  You will be more easily remembered if your card is unique or if it is in harmony with your personality and your company’s image. Never forget that your business card is your representative when you are not physically present!