This month's topic is all about perceptions - the image of your business.

Those of you who have been regular readers this year (thank you!) have probably noticed that the colors on my website and this newsletter have changed.

Did it leave you with the perception that I may be inconsistent? Or maybe you wonder what I'm planning to do next.

Actually, the color changes have been part of a plan to test the perceptions and impressions that strong colors make in a business setting.

I started with mostly navy blue; changed to shades of gold, brown and beige for three months; then to dark blue with shades of purple. I've had lots of comments, and frankly, the results have been very mixed.

Many designers will tell you that it's best to use black words on a white background, and use color sparingly for emphasis. There are good reasons for this - especially easy readability.

(There are even charts that tell what different colors mean: green is calming, yellow is happy, etc.)

I discovered that most people like plenty of colors. And my website visits and "hits" have tripled since this experiment began.

I also learned that the brown-beige combo was dull, and that the purple is a bit too loud for most people's taste. So, I've gone back to my original navy banner with dark letters on gray and white backgrounds.

But I will keep adding some color - that's just my style!

Until next time,
Vanessa

What Do Your Customers Really Think Of You?

Are you an independent type who doesn't care what anybody thinks? Or do you tend to be overly conscious of your image?

In business, other people's perceptions do matter.

Our last questions were: What do people think when they look at your business? What type of impression are you making?

They say you never get a second chance to make a first impression. In business, especially online, you may not even get the chance to improve your first impression.

So, it makes sense for you to put a lot of thought into:

1. What you want that first impression to be
2. Exactly what you should do to create the best possible perceptions, and
3. What you will do to maintain that good image

Ask your customers and friends what impressions they get from your websites, marketing materials and sales pitch. Listen carefully to the feedback you receive to find out if you hear the right words.

Maybe you hear words like professional, intelligent, caring and up-to-date. Are these the qualities that you want your business to be known for?

But what if you hear words like boring, amateurish or confusing? That's when you know you have work to do.

Define the image you want. Describe it to your advisors in a few words and ask them what's needed to create that impression.

There are several things you can do right away to make sure you and your business present the right image:

• Pay close attention to your communications. Poor grammar, numerous typos and spelling mistakes can make you look dumb.
• Be consistent in your branding. Use the same logos, graphics and color themes on all your materials.
• Get help in your weaker areas when you need it.

You also should plan for ways to maintain and enhance your image and reputation. Of course, that starts with customer service and the way you treat people.

No amount of image building can hide poor quality or bad service. The image needs reality and substance as well as perception.

Your image is your brand. It tells the world who you are, what you value and what you're about. Nurture and protect it.

This column focuses on easily confused words and common language mistakes.

Pass is movement or exchange of things or ideas.
Past is time gone by, things that happened before now.

Good players know when to pass the ball.
I have made many computer upgrades in the past decade.

Some words are misused when people write them the way they say them. For example, the word of is often confused with have.

Correct: I would have gone to the store if you had asked.
Incorrect: He should of read the entire chapter.
Correct: She could have found more information online.

Your turn readers. What word foul-up drives you to distraction?

Exercise
This month's question: Are you passionate about the vision you have developed for your business and it's future? Next time we'll discuss how you can put this information to use.