As the saying goes, you only get one chance to make a first impression. In business, those chances are often missed without you even knowing they existed.
Long before a conversation takes place, opinions are being formed. It might be your van passing through town, a brochure picked up at a local event, or the sign at the end of the lane. In the background, your brand should be working as hard as you do.
We recently worked with a business owner who had a genuinely excellent product. But his branding was something he’d created himself: okay for testing the idea, but not strong enough to take things further.
As he moved from selling in person at local events to approaching retailers, he began to struggle. Surrounded by competitors that looked polished and confident, his product simply didn’t hold its own. The biggest problem? He couldn’t even get through the door to explain just how good the product actually was. Opportunities were passing him by because decisions were being made before he had the chance to speak.
When he did get in front of people, there was another hurdle: he wasn’t just selling his product, he was fighting assumptions that had already been formed. It’s always harder to change an impression than it is to get it right in the first place.
Once we helped him make that first impression count, things changed quickly. Calls were returned, doors opened, and the business began to grow. It’s often where businesses struggle – not because their product or service isn’t good enough, but because their branding doesn’t do it justice.
We’ve all seen it: the weathered sign that’s been “temporary” for years, the outdated website, the business card that comes with an apology. Individually, they seem harmless enough, but together, they tell a story … and it’s not always the right one.
In property, they call it “kerb appeal” – the impression you get before stepping through the front door. The same is true of your business. Whether it’s online or out in the real world, if that first impression doesn’t engage people – or, worse, puts them off – you may never get the chance to prove what you can do.
The good news? This doesn’t always mean a complete overhaul!
Often, one or two changes can shift perception significantly.
So why not step outside your business and see it as others do? Because it’s not just about you knowing you have a great brand, it’s about your customers knowing it from the very first glance.
Curious to know if your first impression is working for, or against, you?
Take our free Brand Health Check at beesonandbeeson.com/brand-healthcheck.
The Dorset Life Business News section is sponsored by
Beeson & Beeson
