Businesses invariably reflect the personalities of their owners. It’s the boss who sets the spirit, the style and the philosophy of that business and it’s that spirit which attracts or repels certain types of customers. Marketing materials also reflect that spirit and send out subconscious signals to the prospective customer either negative or positive.
Sheryl McKeown owner of The Accountables, a bookkeeping service says , “I started doing personal work with Ania. My identity changed and it started to be obvious to other people. But my marketing materials didn’t match my new identity. My logo was reflecting not who I was, but how I wanted to be seen. My new logo changed who started showing up at my door. I was being more from my heart. My business started growing faster than I was ready for. I was like a magnet.”