Everybody’s heard the Will Rogers saying “you never get a second chance to make a first impression.” In fact, we’ve heard it so much we don’t really pay attention anymore. But, like many sayings, it’s popular because it’s true. Especially when we’re talking about your brand. Your image and brand reflect who you are, what you’re offering and create a powerful impression—whether positive or negative. So making the effort to present yourself and your business in a way that resonates with those you’re trying to reach, is key to your success.
In the online world first impressions are even more critical than in other types of media. Studies by Big Commerce show that by the time someone contacts you, they’re 67% through the decision-making process. That means before you’ve had the chance to speak to them, they’ve formed some opinions about you, and typically it is based on how your brand looks. If your branding has done its job, they already have a good idea of who you are and what you offer them.
Malcolm Gladwell reminds us that “Buyers make most decisions by relying on their two-second first impressions based on stored memories, images and feelings.” Two seconds! Not a very long time to get your message across.
If someone was to look at your website for two seconds, what would they see? These days it is often their first impression with your brand and the design is a critical component of those impressions. Your logo, colors, photos and fonts all work together so your prospect feels like your brand is speaking directly to them. You’ll be able to entice them to want to know more. Weak or inconsistent branding does just the opposite. It gives your prospect a bad impression and you lose them—usually permanently.
Good impressions also come from being authentic. The best brands take the time to be true to who they are. They don’t try to be something they aren’t. They don’t try to copy the current trends, because that is what their competition is doing. They differentiate themselves by crafting a brand that gets to their core. Howard Schultz, CEO of Starbucks, was one of the first to understand the importance of a wider view of branding. He states “In this ever-changing society, the most powerful and enduring brands are built from the heart. The companies that are lasting are those that are authentic.” An authentic brand is one that tells the story of you. Being authentic is how you strengthen the relationship with your customers. Consumer decisions are based on emotions, so when you brand with heart you capture their attention.
So how can you make a great first impression? How much should you reveal about who you are? When, and more importantly where? How do you communicate your vision in a few words and images? First, you need to focus on knowing exactly who you are and who you serve. Because if you don’t know who you are as a brand, you won’t make a good impression at all.
The core of your business dictates how the details within your visual brand should look. Successful brand design creates a visual method of identifying your business to the marketplace. It shows others who you are, what you stand for, and creates something real for people to connect to. It’s not an easy task, but it’s a process that can be enjoyable, exciting and highly profitable.
So, is it time for your brand to make a killer first impression? Learn more about how we can work together in creating one-of-a-kind brand design for you. Let’s get this conversation started!