What tme says

We're all guilty of judging a book by its cover and it's no different for brands.

In a world where we're bombarded by hundreds of brands every day, we need a way to filter out the junk as quickly as possible.

Enter stage left: the first impression 💃

People use visual and verbal cues as a reference point for competency and credibility.

Think about all the times you've brushed your hair and donned a blazer for a job interview.

In the early stages of business, when data points and testimonials are scarce, professional branding can help indicate trustworthiness and value to your audience.

For most of your audience, your brand is the first thing they'll see.

So what should you consider when creating your brand?

🤔 Prioritise understanding your audience.

It's less about what you think looks good, and more about what your customers will view positively. Are they looking for an exclusive or aspirational brand to associate with? Do they want an accessible brand that's approachable? Does it need to reference something they're familiar with?

🏁 Craft a compelling brand story. Know your vision, mission and values.

Why do you exist? What future state are you trying to realise? What makes people want to come along on your journey?

🕵‍♀️ Be aware of what your competitors are doing.

Where does your offering fit in the current market? How can you differentiate yourself visually and verbally in the eyes of your customer? To outsiders, nuances often aren’t enough.

🤩 Be visually and verbally relevant and recognisable.

How can you encapsulate the essence of your brand and apply it across different mediums? Yes it's about your logo, but it's also about your website, socials, advertising, emails, packaging, events, merchandise, office space and the language you use.

If you’re just getting started, your first brand doesn’t need to win awards for creativity.

But it does have to look professional, so bring in a professional.

For lean ops, forget big shot agencies and ask around for a great freelance designer.

After all, no one gets a second chance at making a first impression.

Got another quandary?