Having worked with Marketing Communications (MarCom) for a lifetime, it's always struck me how many good marketing creatives are out there and how many bad communications are produced. Because if your profit isn't what it could be, you're losing money. So really, anything that influences how your company is perceived is important.

Even a business card says things about the company. Are they knowledgeable and detail-oriented enough to properly format a formal business communication and therefore competent enough to do a good job? Are the quality standards high enough to trust them with the business objectives? Are they just mimicking something they can't do well with their own knowledge and skills?

Think of all the prospective customers that may be quietly passing on calling on your company for opportunities that they perceive another company a better fit for. More capable because their abilities are clearly communicated. Worth more because they've effectively incorporated value into their communications. More reliable because every detail complies with expertly constructed brand standards. More visible because they've got a professionally developed marketing plan. More recognizable and better recalled with good product education and marketing reinforcement.

Would you call a secretary to do a plumbing job? Should you leave your business image up to a print shop? Should you do it yourself? Are you a marketing communications and design expert? How is another business's design with your name replacing theirs conveying your competitive advantage?

As in all marketing efforts, the brand should be professionally monitored and each instance in which the company is presented should reinforce all other representations of the company and its carefully crafted image. And to do this correctly, knowledge, experience and skill are crucial.

It's in the best interests of a business to have a full-time professional dedicated to your all your business' communications. Because if it increases your profit, it's worth the investment.

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