We’re told not to judge a book by its cover, but what about a shopping experience? Is it possible to walk into a store and just feel something? If so, maybe that feeling was positive, and it invited you in. Maybe it was not, and you got out of there as fast as you could. Either way, there’s a power at work.
That power is brand presentation.
Whether we like to admit it or not, we all make snap judgments. When we visit a website, see a company’s logo, or open a package, our brain cells fire off, and we decide…
Is this for me? Does it speak to me? How does it feel? And here’s the deal: once that impression is made, good luck trying to undo it.
Let’s face it, your brand presentation is its…
First handshake.
First glance across the room.
First words spoken in a conversation.
So, whether intentional or not, your brand is already saying something. If that’s true, we must answer the question, “What is it saying?”
In the physical world, there are an infinite number of brand touchpoints:
- Packaging
- Signage
- Business cards
- How the team presents themselves (yes, this still matters)
If you’ve ever bought something from Apple, you know the importance they place on packaging. Before you touch the product, you interact with the packaging. Even unboxing it is intentional – the way it’s perfectly arranged in the box, the ease of opening, and even the scent – all in order to evoke an emotional connection.
What about the digital world? Let’s start with your website. It’s your storefront. Your billboard. A highway for interested travelers. Maybe even a salesperson who works 24/7. It’s all of those things. If it looks cluttered, outdated, or is hard to navigate and just not visitor-friendly, you’ve failed the brand presentation test.
Then there’s the social media playground. Is your brand presented across all of your platforms in such a way that it reflects your brand values? Are they all cohesive? Is the messaging unique and engaging? Everything that happens here – posts, comments, and every interaction – adds to your brand story.
The story I’m telling here is one of intentionality. It’s not just about looking good, but about making people feel something (good)!
A quick how-to:
- Define your brand ‘voice’ before any design work. Who before what.
- Create brand guidelines. This includes colors, fonts, and photos.
- Review the brand often. Is it presented consistently?
A brand that is presented with intention? That’s a brand that leaves a lasting impression!
Next week, we’ll discuss the brand promise. Don’t miss it!