Consider every customer, who walks into your establishment, a first date. As he or she visits your website or physical store, the customer makes similar judgments as two potential mates at a first meeting. The customer takes in the presentation of your business, the personality behind the counter, the appearance of your website and other elements of your brand. In those first moments, your business and the brand have to stand up to the customers expectations. These potential customers ask themselves whether this business matches their needs and desires. A poor first impression can ruin your chances with a customer. Your brand needs to be a fully immersive experience that reflects the business’s brand and the desires of the customers.
Importance of A Good First Impression
First impressions occur the moment customers walk through the door or visit your website. Customers see everything and judge your business. Your customers compare reality to your marketing. Then, they decide whether the brand goes deeper than window dressing. This is when customers choose to stay and buy or leave and never come back. Your marketing has to be more than hype.
From Whom Would You Rather Buy
Your brand needs to be an all-inclusive experience. For example, Joe and Jane own a gardening shop in their respective towns. They both market their stores as the place to go-to-get the best local plants and garden supplies. While most of their sales occur in their brick and mortar store, they sell online through their respective websites. Joe has a very basic website with just a few products listed. The descriptions are lackluster and do not show Joe’s gardening knowledge. Jane, however, dresses her website with a blog that displays her knowledge of plants and the outdoors. Jane’s website garners more favor with search engines and customers will respect her brand more. This results in more sales. Your brand marketing only gets you so far; the first impression of your brand goes beyond a slip of paper to the first moment they walk through the door or onto your website.
The Devil Is In The Details
First impressions of your brand are in the details and it is up to you to bring your brand alive. The options to create a complete brand are endless. Create a blog. Choose online and offline decor that suits the brand’s persona. Hire people, who embody your brand. Hiring mom and dads make sense when your targeted demographic is parents. A single college student cannot make a connection with the targeted parent demographic because they cannot typically identify with them.
Customers know as soon as they enter the door or visit your website’s homepage, whether they will find what they want in the store. Sure, they will look around, but the window dressing has to go beyond the surface. For example, your parent demographic will appreciate that you offer discounted on-site daycare, provide your workers with extensive insurance for their children and offer a flexible time off system. That’s making your brand go beyond the window dressing and truly embracing your brand.
Making your brand apparent in all aspects of your business individualized it and takes the experience to the next level. If you do not put the business’s figurative best foot forward in those first impressionable moments, your marketing efforts will fall flat and eventually, so will the business. Customers want a true brand experience when they enter a store or visit a business’s website. Those first experiences of your brand determine whether they believe your business potentially be a long-term mate. The first impression of your brand often defines their beliefs.