Why should you care about your image?DESIGN DRIVEN , May 5, 2014
In an article published on INC we read about the Kortec’s CEO decisions when it came to his company visual identity.
Kortec is an industrial provider of technology for plastic packaging. So why should Kortec- a business that apparently has no connection to design – care for their image?
The company CEO explains it very briefly. The business visual identity is closely related to the impression you make in the minds of potential clients, the confidence your business projects, and also your own confidence when you are talking about your business. A great identity has impact, makes you look strong, and makes your business stand out.
Swenson says he felt a return on his investment even in the confidence he was able to exude when presenting his business card for the first time to potential clients. Today, he says, “everyone in our industry recognizes that logo. People have always thought we were a bigger company than we actually are. It’s all about creating a positive impression in the minds of the clients, and it’s hard to do that with a stupid little thing you made yourself on Microsoft Word.”
Kortec’s CEO knew all this and that’s why he decided to invest right from the start in the company’s image. He knew that design can sometimes make the difference between success and failure. And that’s why he decided to pay good money for a logo design. The living proof of his good decision is the fact that the company still uses the same logo, almost 20 years after.