Are you combatting your business image?

by Heather Gurewitz
Mendocino Women's Business Center Director


Most businesses spend years developing their image, and just when their business is ready to grow, they find themselves struggling with their original brand. West Company is a good example, initially the Women's Economic Self Sufficiency Training Center, we are constantly having to use our marketing materials to let potential clients know that we not only serve men as well as women, but that we also offer our consulting services to higher level businesses. While we continue to provide services as host to the Mendocino Women's Business Center (WBC), West Company is also host to the Mendocino Small Business Development Center (SBDC), a nationwide program sponsored by the Small Business Administration (SBA) that provides technical assistance to start-up and existing businesses. One of the main goals of the SBDC program is to create jobs and economic impacts in our local economy. There are no income requirements to participate in this program, and while there are fee for trainings, one-on-one consulting is covered by our funders.

Since West Company has expanded services we have been actively marketing our new image as a full-service business assistance organization through a re-vamped website, a Facebook presence, and of course the new and improved West Company blogspot. We also do a lot of on-the-ground marketing by developing relationships and connections with potential clients through chamber mixers, community events, and partnerships with other organizations. Marketing and media technology is changing fast. Does anyone know what will be the next Facebook? West Company stays on top of marketing changes and trends, not only for our own purposes of reaching our clients, but so that we can assist our clients to stay ahead of the curve.