Is Your Brand Identity Driving Customers Away?

Is Your Brand Identity Driving Customers Away?

No presence, is better than poor presence.

To be clear, I’m not suggesting that your business should have no presence – quite the opposite. But I will stand by the notion that anything worth doing, is worth doing right. This is especially true of well-executed and consistent graphic design and web design.

Allow me to illustrate this point with an anecdote. Before getting into professional communications, I put myself through college as a professional mobile DJ. My weekends consisted of weddings, graduation parties, sporting events, festivals, fundraisers, bars and nightclubs. It was difficult to give up after graduation, but we all need to grow up at some point.

Coming into my own as a young freelancer, I had several mentors to which I owed a great deal. One of those mentors was an amazing DJ and MC – arguably the best I’ve ever worked with – but his business sense and company presence wasn’t quite there.

His website, business cards and collateral materials lacked consistency. Colors and fonts changed from piece to piece and even webpage to webpage. His marketing materials had loads of pixelated images and clashing designs. Plain and simple, his “brand” was an absolute train wreck. It was a hard subject to broach, but I always felt that his poor design and branding drove more business away than it attracted.

I took this as a lesson and sprung extra money for a professional designer. I had been doing particularly well with 20-something, college-educated clients who needed a wedding deejay, so I studied other brands that worked to appeal to this specific market. I collaborated with the designer and she was able to execute on my vision. My website, business cards, letterheads and related collateral had a sleek and professional design that matched throughout, and appealed well to my target audience.

If you put our two companies side by side, there was no question that potential clients would gravitate toward my services. In reality, my associate and mentor had much more experience and expertise (I was certainly no slouch … but just being honest). It’s a lesson that sticks with me 15 years later: perception is everything.

One Chance to Make a First Impression

Your company’s brand identity is its first impression and sets the tone for the relationships that you build with your customers. In a consumer-driven society, you’re vying for time with every other sign, billboard, commercial or mailer that they come in contact with. Realistically, the decision to review your info and services is made in a matter of seconds. You might offer the better products, lowest costs and excellent customer service, but none of it matters if you’re not able to attract and retain customers.

Deciding to re-brand is not a decision to take lightly or make in jest. It is a big commitment that needs to be given thorough consideration. In a related post, we discuss specific goals and tips for developing an effective, attractive and consistent appearance for your business. Just remember that anything worth doing is worth doing right, and this is especially true when projecting a brand identity.


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