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Insights and Expertise

StreetSmarts SM

Position your business for success in 2025, Part 2

By Allen Kopelman
Nationwide Payment Systems Inc.
Keeping in mind the advice Allen Kopelman provided
he digital age has changed the game for ISOs in his column, The Green Sheet went to his website to
and merchant level salespeople (MLSs). At see how Nationwide Payment Systems Inc. implements
a time of anywhere, everywhere commerce, the strategies discussed in the article. Here's what we
T we must be anywhere, everywhere ISOs and saw:
MLSs. We need more than a big shiny headquarters to
attract new customers and partners; we need to cultivate • Brand voice: NPS communicates in a clear, direct
a strong online presence. This series explores the assets and personable tone across its website, emphasiz-
you need to be discoverable on the internet and social and ing customer-centric messaging. Phrases like "Your
digital channels. Part 1 provided a basic checklist and success is our success" and "We’ve got your back
Part 2 will take a deeper dive into each of these building 24/7/365" reflect a commitment to client support and
blocks. partnership.
Brand voice • Professional photography: The website features
Brand voice is the most important component of brand high-quality images of NPS' POS systems and pay-
positioning and needs to be clear, concise and consistent. ment solutions, providing a professional and trust-
Above all, make it reflect your personality and key dif- worthy visual representation of the company's prod-
ferentiators. Avoid writing in third person about yourself ucts and services.
or your company on your personal LinkedIn profile, com- • Consistent brand image: NPS maintains a consis-
pany page or other social media sites. Speak directly to tent visual identity through the use of a unified logo,
your target audience. color scheme and design elements across its website.
Photography This consistency reinforces brand recognition and
conveys professionalism.
Your image is important for your company and personal
profile. Resist the urge to use a smartphone selfie on your • Online presence: NPS has established a comprehen-
profile page; invest in a professional headshot. Regional sive online presence, including a detailed website
shows offer this service to attendees, and third-party ser- outlining the company's services, an active blog for
vice providers offer competitively priced packages. Con- sharing industry insights, and engagement on social
sider hiring a professional photographer for interior and media platforms. This multi-channel approach en-
exterior shots of your corporate headquarters and candid hances NPS' visibility and accessibility to clients.
interactions from professional events.
By integrating these elements, NPS exemplifies the
Brand image application of effective brand voice, professional imagery,
consistent branding and a robust online presence, aligning
Decide on one logo and have a graphic designer set up a with the strategies recommended in the article.
branding package of logos with high-resolution images in
different sizes and backgrounds. Have a short, compel-
ling tagline for your business that reflects its purpose,

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