thout question. When the care we anticipate is not received it is reported tenfold to our friends and family and anybody else who will listen. This lends support to the conclusion that character is more important than image.

S

For a business one may not be more important than the other. In fact, they could be equal depending upon how each is interpreted. For the purpose of this article image is defined as a likeness of a person or thing and character defined as moral excellence. It is essential to create a mental picture that unites image and character in an accurate and easily understood representation of the business.

Creating this mental picture is a difficult task. Image is a tangible item easily conveyed through physical display while character is a perception based upon emotions. The emotional image is created in the customers mind, an intangible picture. Regardless of what image identifies your business, the crucial factor is what the customer believes to be true.

Is it possible that character deserves a more significant role than image? As a customer our expectation is to be handled with the highest level of care, without question. When the care we anticipate is not received it is reported tenfold to our friends and family and anybody else who will listen. This lends support to the conclusion that character is more important than image.

S

ned as moral excellence. It is essential to create a mental picture that unites image and character in an accurate and easily understood representation of the business.

Creating this mental picture is a difficult task. Image is a tangible item easily conveyed through physical display while character is a perception based upon emotions. The emotional image is created in the customers mind, an intangible picture. Regardless of what image identifies your business, the crucial factor is what the customer believes to be true.

Is it possible that character deserves a more significant role than image? As a customer our expectation is to be handled with the highest level of care, without question. When the care we anticipate is not received it is reported tenfold to our friends and family and anybody else who will listen. This lends support to the conclusion that character is more important than image.

S

is a tangible item easily conveyed through physical display while character is a perception based upon emotions. The emotional image is created in the customers mind, an intangible picture. Regardless of what image identifies your business, the crucial factor is what the customer believes to be true.

Is it possible that character deserves a more significant role than image? As a customer our expectation is to be handled with the highest level of care, without question. When the care we anticipate is not received it is reported tenfold to our friends and family and anybody else who will listen. This lends support to the conclusion that character is more important than image.

S

business, the crucial factor is what the customer believes to be true.

Is it possible that character deserves a more significant role than image? As a customer our expectation is to be handled with the highest level of care, without question. When the care we anticipate is not received it is reported tenfold to our friends and family and anybody else who will listen. This lends support to the conclusion that character is more important than image.

S

thout question. When the care we anticipate is not received it is reported tenfold to our friends and family and anybody else who will listen. This lends support to the conclusion that character is more important than image.

Should image be discarded? Consider a repeat visit to an establishment we routinely support. As a regular patron of the establishment, we are willing to overlook an occasional incident that is opposite our expectations because we know from experience that the episode is not routine. It is opposite the mental picture we have created about the business and what they provide. Image is the mental picture and has taken the significant role.

The conclusion is that both play an important role in business. Character is obtained by gaining trust which is earned when people believe and like what you do or offer. Image is the perception developed by the character exhibited every time they come in contact with your business.