Visual branding: The art of perception - Part 2

Last month we delved into some thoughts about why investing in your brand is worthwhile. From your business cards to your website, to the way the phone is answered at your office, there's opportunity to position your business in a way that builds credibility. Your interaction with prospects and customers is as important, if not more important than your visual branding. However as we know all too well, just like the old saying, the book is often judged only by it's cover. With that, we are going to dive into visual branding, both in the digital world, and in real life (IRL). Branding, when done right, can make a startup company look well established, sometimes more so than their competition who may have been around for decades. Many companies place no value in their brand, and exist without feeling the need for one. Now, that might be ok if business was booming, but in competitive times, the lack of good branding could be turning people away. Here comes the startup. They've had a professional logo done. Their website looks great, is easy to use, and a few months after launch comes up high in relevant Google searches. They're active on social media. Their office colors match their signage, business card and website. The account executives are courteous and good listeners. They've got everything in place and it all jives. Put them next to that "established" company with folding chairs and peeling wallpaper in the lobby, a 1998 looking website, or worse no website at all, who has no presence in social media, and disinterested staff. Who do you you perceive as being more established? Who do you perceive as being able to do the job you need done? And lastly who do you perceive your money is better spent with? Branding has the power to change minds, for better or worse. Buying decisions are made with a variety of factors, with price being just one of them. Now, if you're pricing is higher than your competitors, which is ok, do you present yourself worthy of that extra cost? When prospects or customers interact with you, or the various other touchpoints of your brand, do they feel like they're getting a better product or service? We have so little time to make an impression. With so many points of entry, we have no way of knowing how, when or where that first impression will be made. Be mindful that the first interaction someone has with you or your brand could very well be the last. Make the best of it on all fronts. Create a list of all the ways a person could interact with you or your company, and work on making them better. A consistent look to your materials and messaging, both online and off is a start. A friendly greeting when the phone is answered, and a fresh coat of paint can go along way. Showing you care is hard to put into words, but it can be felt, and that alone might change their perception to a more positive one. Tommy Spero is the principal and creative director of Soul NYC, Centerport, N.Y.