Similar to meeting someone new, a business has a short amount of time to make a good first impression. And once that perception is created, it is difficult to reverse.

When a potential client sees your website, ad or collateral piece, you have about five seconds (maybe less) to help your target audience form an opinion about your company based on what they see.

Even before a prospective client begins to read about what makes you better than the competition, they have already formed an idea about your company. Consistency of imagery, color usage and font choice can make a big difference in whether or not a possible client feels compelled to find out more about your business.

Some of the first impressions an individual may have after looking at your brand for the first time are: whether or not your brand seems relevant; whether the company appears competent in your industry or not and if it shares the same values as the potential client.

After a first impression is made, your brand could fall into a few categories for prospective clients:

• Your brand doesn’t match the relevancy or their values they were hoping to find and is therefore not considered.
• Your brand connects with the potential customer on some level and makes it to the short list of possible brands to reach out to.
• Your brand connects with the client on a deep level, making it the ideal candidate. (Sometimes a brand can be too expensive or represents an ideal the company aspires to, but is not yet ready to implement. This can put the brand on a pedestal- but it may not be the right timing.)

Does this mean your brand only gets one shot to make a connection to potential clients and customers? Of course not, but the first impression is an important one, and if done right, you may create a curiosity that drives them to learn more about your company.

So what do you do after you’ve created a great first impression?
Keep reaching out– keep talking so that when the time comes, your brand is top of mind. Research tells us it takes 7-12 “touches” for your brand to become recognizable and to be one that your target market will think of.

While a first impression is incredibly important, the thing that can make a bigger impact is the lasting impression. Here are some things to think about when trying to create a solid lasting impression for your brand:

• Do you deliver on your promises?
• Do you have superior customer service?
• Do you exceed the expectations of your clients?
• Are you consistent? Does your brand and all the supporting materials match what your company is really about?
• Are the client-facing individuals in your company “champions” of your brand?

The ultimate goal is to give the impression you want. Hook your potential customers by being relevant and offering something that no one else in your space does, give them a great experience and make sure you’re consistently reinforcing the story of your business’ brand. If you’re going to make an impression, take control and make a good one.

by Lauren Brenkle

I love reviewing Interbrand’s yearly list of the best global brands. I think it paints an accurate picture of what’s going on in the economy, how certain industries are affected, and how and why some companies have continued to thrive despite harsh conditions.

First off, the top 10 brands of 2008 were also the top 10 brands of 2007, with the exception of Google (who jumped from the 20th position to replace Mercedes Benz).

1. Coca-Cola
2. IBM
3. Microsoft
4. GE
5. Nokia
6. Toyota
7. intel
8. McDonald’s
9. Disney
10. Google

The complete list of the top 100 brands can be found here.
http://www.interbrand.com/best_global_brands.aspx

The credit market affects financial institutions differently
Citi and Merrill Lynch both fell significantly from 2007 to 2008 (22nd position to 34th position and 11th position to 19th position, respectively). However, Visa’s and American Express’ brand values rose due to their trusted brands. I believe this has a lot to do with how consumers see these companies. For the most part, consumers saw the credit market debacle as a fault of the lending institutions. Credit card companies were able to maintain brand value, not only through continued brand communication, but because of the physical relationship consumers have with their credit cards. What’s in your wallet right now? – Mastercard, Visa or American Express? We love to use credit cards and the convenience they give us.

Sustainability leads and valued brands
Companies that are on the forefront of sustainable initiatives held strong on Interbrand’s list. Honda was the only car manufacture to report better sales in June 2008, than it did last year. GE and BP increased their brand value over 2007 by investing in sustainable business practices. BP has invested heavily both in internal processes and direct consumer communication.

Companies that are delivering green products and sustainable business practices will continue to increase brand value in the future because that is what the market demands.

These are the two aspects that caught my eye when reviewing Interbrand’s Top 100 Global Brands. A couple points small and medium-size businesses we can learn from this are:

• Perception is reality. If people have an inaccurate perception of you – you must work to change your brand. For example, financial institutions like Merrill Lynch need to transcend the “financial lending” market and position themselves to better relate to consumers and to expand their value. Pro-active marketing to address head-on the brand challenges is a great way to fend off negative brand perceptions.
• What is good for the environment is good for your business. Innovative products and citizenship holds great value with consumers.

Now is the time to re-position your company so that your customers see the value in choosing you. Brand Iron can help you with brand positioning and communicating what you do. You have the power to influence the decisions your customers make. Make sure your brand is putting you in the best light possible and is creating a good and memorable customer experience.

Written by Josh Barker

As gas prices hit over $4.00 nationally and the economy continues to fall, it is inevitable that people and companies are struggling. That said, it is even more vital to measure yourself against your competition, ensuring your current efforts are properly focused to set yourself and your company up for a strong second half of the year. Unfortunately, we are currently in an arduous game of survival of the fittest, and it is time to focus your marketing efforts.

While this conversation is a continuous topic internally, I was pleasantly surprised to find a new client that had the same ideas. I was in a planning session the other day and our client communicated that their industry was experiencing a slow-down given the economy and being that we are in the middle of the summer. They realized that it was the perfect time to position and brand themselves against their competition in order to separate themselves from the herd. This client wanted to take advantage of the current situation in which, a fair amount of companies are pulling back their spending. Our client wants to step it up and set themselves up for a strong fall and second half of the year, as well as prepare for 2009. Needless to say, I agreed with this client, and was refreshed at their goals and strategy to step up their game.

We are halfway through the year, an excellent time to review your yearly goals and objectives. See what is working, what’s not, and what needs to be adjusted in order for you to keep things going strong, maintain, or try to catch up. Going strong is the key phrase, while playing the game of catch up seems to be the reality for too many companies today.

A perfect example of the “catch up game,” was when American Airlines and United announced they were going to charge $15 and $25 respectively, for checking bags. While these airlines are trying to play catch-up, Southwest is focusing its efforts on marketing, sales and operations to boost sales and keep customers happy. They are responding directly to the competition and the consumer by announcing that they aren’t charging premiums for extra baggage and rising fuel costs.

The summer is a slower period and many people take time off, thus creating a great opportunity to not only look at your goals, but figure out how you can position yourself against the competition. Take advantage of the tough times and really separate your company from the herd by communicating your key differences and why you are a better choice than the competition.

Now is the time to evaluate, focus, and take advantage to be the fittest. If your company wants to be around when the economy turns around, call Brand Iron today.

written by Michael Doyle, President of Brand Iron