our old display or do you just hate the colors being used? Does your sign need to be made of costly reflective or translucent materials? Is lighting being used effectively to accent or emphasize your projects? Is lighting being used at all? When a man walks into a discount department store wearing a shirt and tie, customers think he works there. If he also wears a jacket they will think he is the manager. Likewise, your customers will think what you lead them to think about your organization by the surface image that you present to them. Again, your product or service must live up to the image to be successful but the representation itself need not be the focus of your finances. Don’t pass by those resumes with degrees in art or theater. In fact have Human Resources to be on the look out for them. Every company needs a visually oriented person. A color ink jet printer is also an important tool, not necessarily the more expensive color laser printer. You will also need a graphics software package and a good copier, remember Paull’s words, “never buy cheap paint or shoes.” There are some things that will always cost you more in the long run if you start off too cheaply. A copier is one of them. You will definitely need a camera; there is no need to spend a great deal of money on this. However if you are going to invest in a quality camera, consider a digital one. Prints can be made instantly from your color printer. A few tips to live by would be to purchase a copy of the “No Money Maker” for your entire key personal but never buy retail. Whenever possible consider used. You can get better quality and more of it. Quality used office furniture can also make a new business appear more established. It is also good to identify a small part of your logo as a trademark and make sure it appears on everything, stationary, ads, vehicles, signs, doors, etc. It can be a graphic or an initial or just a color, but i...
