First Impressions Stick

Everyone in business is aware of the power of first impressions. That’s why the way your brand looks is a crucial aspect of presenting the most accurate visual representation of your distinct advantage. “visuality” we call it. It’s one of the most important fundamentals – one that we’ve been studying our entire lives. 

Very likely the first impression a potential customer may have of your company will be a visual combination of words and images— a billboard, television commercial, advertisement or the result of an online search. 

Companies are often inclined to be inner-focused in their communications. After all, their products and services are what they are most familiar with and most proud of. When they describe their products and services, their language may tend to “we” statements like “We can do this;” or “Our product can do that.” Truth is, your prospects and customers are far more interested in what your product or service does for them. Will it save them time or money? Will it make them happier or healthier? These are the things that will motivate them to buy.

For your marketing efforts to be effective, you must learn to view your company from your customers’ perspectives—to see yourself from outside yourself. Replace the “we” in your communications with "you". “You will save 30 minutes each day that you use this product; or “Your house will be a more enjoyable place to live with this service.” With every customer communication, ask yourself: How will this benefit the customer? How will this affect their experience of our brand? Will the customers see this as valuable and will it fill their needs?

BENEFITS OF VISUALITY REFLECTING YOUR COMPANY'S VALUE:

• Brand consistency
• Create value for customers
• Distinguish yourself from the competition

“The most powerful brands are built from the heart. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign.” – Howard Schultz, Starbucks