A stylish dress. A classy suit. A trendy pair of shoes. What you wear and how you look carries a lot of weight when it comes to what others think about you. We all do it. Within a few seconds of meeting someone, we’ve already formed opinions that have nothing to do with the facts we know about a person. Most of us, for example, believe that attractive people are smarter and friendlier than less attractive folk. Or that people who are skilled in one area are naturally capable in others. It’s human nature. And first impressions matter.
Like it or not, this “halo effect” applies to business, too. Customers and clients form initial impressions – good or bad – and extend that perspective to the entirety of the person, organization, or brand. It’s no wonder that marketers have employed the halo effect for decades, using popular and attractive spokespersons to introduce and promote brands, shaping positive associations from the get-go.
If your business doesn’t rely on big names and faces to advertise to customers, does the halo effect really matter? Yep! Because customers, clients, and donors are people too. They start judging the credibility, value, and expertise of a business or nonprofit from their first interaction with your brand, which can get in the way of commanding the business and clients you deserve if their first impressions aren’t favorable.
Put yourself in your clients’ (trendy) shoes. When they look at your business and marketing, what do they see? Here’s a quick checklist to see if it’s time to spiff up your brand.
Website
Your website is often the first place a prospective client will go to learn about you – long before a call or email to learn more. Does your website include your current products and services? Is it easy – and compelling – for a prospective buyer to find what they’re looking for? Are your photos and images inviting? Does your site work well on mobile devices?
Social Media
Many business people will check your social media to get a sense of who you “really” are – what you care about, what you share, and your perspective on current industry issues. Is your business posting regularly – at least once or twice a week – on each active social media platform? Are your social media images the right sizes and resolution? Do you regularly engage with others (like, comment, share/retweet) other’s posts?
Presentations
When you’re presenting in a meeting with a prospective buyer, an educational workshop or at an industry event, your slides matter. I can’t tell you how many times we see cringe-worthy clip art and stock photos with watermarks that immediately detract from the presenter’s credibility. Are you using colors and fonts that fit with your brand? Are you using photos and images that support your message? Do you minimize the number of words on a page, to give each slide sufficient white space? Do your slides supplement and complement your presentation, rather than rehash exactly what you said?
Marketing Collateral
Company, product, and service handouts describe who you are, even when you’re not in the room. A champion may share such marketing collateral with a boss whose decision will depend as much on what’s written as to how that information is presented on the page. Does your marketing collateral have a consistent look across all pieces? Is the writing succinct? Engaging? Compelling? Do the photos and illustrations support the most important messages on each?
Logo/Visual Brand
Your logo is the most recognized and memorable element of your company’s brand. As companies grow and evolve, a visual brand can become dated and stale – giving the impression that a business is out of touch. Does your logo still represent the core traits of your business? Your current products and services? Does your visual brand help you reach your target audience?
If you answered “no” to any of these questions, your brand may be looking a bit frumpy. Start replacing your outdated marketing “attire” to create a positive, stylish first impression that consistently puts your best foot forward.
As of this writing, we’re six months in… to a physically distant and remote working world. Networking events and in-person meetings are largely displaced by Zoom or GoToMeeting. It’s up to your digital presence – slides, presentations, website, and social posts – to make that positive impact you desire.
If you need support updating your brand or marketing, let us know. We’d love to assist!
