Here are three things to consider when your brand is making the 1st impression on a potential customer.
- The right handshake
- Introduce yourself and speak clearly
Like any first good impression, don’t forget to smile. Facial expressions are crucial when it comes to first impressions. After all, who doesn’t like a welcoming smile? In the case of your brand, a smile is your branding itself. Take your brand colours, for example. The colours you choose for your brand needs to reflect your brand. It’s one of the first things your customers see when they first interact with you. Different colours have different meanings, and they work for different products and services. So if the colour choice is poor, you’ll have an uphill struggle towards success and making an excellent first brand impression.
Take some of the worlds most recognisable brands, for example. McDonald’s, Virgin, Amazon or Cadbury, what colours do you associate with them? Colour is a great way to identify your brand, so not getting that right at the creative stage can be hurtful to your brand.
The same can be said about the images you use and your brand font, so make sure your choices reflect favourably on your brand.
The handshake is accepted internationally as a professional sign of politeness, though in these covid times, it might be a little questionable. Regardless, a proper handshake can convey confidence, and confidence is something every potential customer will need to have in your brand for them to go from stranger to customer after your first impression.
So what is a handshake when it comes to a brand and a potential customer during their first impression? It’s a gentle squeeze, followed by a firm grip. Regarding your brand, it’s the professional look of your website or your store; it’s a simple welcome and introduction without the forced obligation of an immediate purchase.
You want your first impression with your target audience to be productive. A potential customer might find your brand via Google search, social media or through some other means. Regardless of how they heard about you. If they find your brand and it’s not clear who you are or what you do, you’ve wasted their time and yours.
Make things simple. Ensure it’s easy to navigate and find all the necessary information they’ll need on who you are and what you do. Provide your target audience with different options for digesting your content. After all, some folks will love video, whilst others like text. Either way, make the content simple enough to understand and straight to the point.
The last thing to remember here is to not do all the talking. The worst thing to experience is meeting someone who doesn’t stop talking about themselves for the first time. Provide plenty of opportunity for first-timers who meet your brand to engage. Give them the option of asking questions and provide them with answers when they do.
What is Brand Positioning?
Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.
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