Your company has a face.

It might be your face, your logo, your store or office, or something else entirely, but your company brings a visual image to the minds of your customers.

When they see your colors, your logo, your style, they think of you. The way they feel about you comes to mind. They respond to your business items as they would respond to you, in person. They open that envelope, use that coupon, and trust that email, because they recognize that it comes from you.

There are businesses that go with the stock business card, choose office stationery off the shelf, and pick a template for their website.

This is false economy. They're losing out on the benefits of effective branding because they hope to save a few cents. The result is less trust in the business. Even when customers aren't consciously aware of it, they feel less confidence in dealing with a company that doesn't give that consistent brand image. The effect is less professional, less solid.

Customers may not even recognize the business -- and the letter goes in the wastebasket, the email goes unread, the ad goes unnoticed.

Don't be that company.

Here are some branding opportunities:

• Your stationery. Your logo and letterhead can be featured on all your communications, including email.
• Your packaging. Your colors and overall style can be reflected in the bags, wrap, or mailing containers you use.
• Your promotional items. Don't pick something new every time; you may get tired of the same look, but your customers won't. Vary the overall effect or change the item, but keep your brand consistent.
• Your website. If you have a brick and mortar store or office, visiting your website should feel like visiting your place of business. If your online presence is your major presence, then it's the face of your business. Don't jeapardize your brand by relying on a stock template everyone else is using.
  
• Your invoicing. SmartPay's electronic invoicing system gives your customers a custom portal to visit when they check their balance or pay their bills. It's reassuring to your clients, since they recognize you when they reach it. It also reinforces your brand, adding to the solidity and professionalism of your company's image.