Brand’s First Impression

10 May 21

There is a quote that says, don't judge a book by its cover. But, it can't be applied in branding. According to Malcolm Galdwell, the author of "Blink: The Power of Thinking Without Thinking", customers only need two-seconds to form their first impressions of a brand based on their memories, images, and feelings to decide whether they want to purchase the product or not. First impressions hold an important role in branding because they can create a long-lasting relationship between customers and the brand. As an award-winning branding agency in Indonesia, Milestone believes there are three aspects a brand should pay attention to in creating the best first impression.

The first on the list is the audience. Targeting and understanding the audience should be done before a brand releases a product or advertisement. Deep insights into audience behaviors will help the brand in deciding the most suitable ways to reach them. Furthermore, maintaining a close relationship with the customers will give a brand a new perspective of their needs. These will make it easier for a brand to create a favorable impression on its customers.

Number two on the list is quality. The quality here refers to the image and copy as the first things seen by customers when they encounter a brand. Working together with a professional photographer or experienced graphic designer is recommended to create a picture that describes the brand perfectly. As crucial as images, the copy can’t be forgotten as it delivers the brand’s messages to customers. If the image and copy are not aligned, it will lead to confusion and result in a negative first impression of the brand.

The third aspect is appearance. According to a joint research conducted by Persuasive Technology Lab Stanford University, Consumer WebWatch, and Sliced Bread Design, LLC, 46,1% of customers believe that the design of a brand is the first thing they see when they are about to make judgments about one brand’s credibility. The way a brand presents itself, from its advertisements to its website, needs to consider their target market to showcase the right and neat impression based on what they are seeking for. 

Branding is not only about how the brand looks, but also about the brand’s personality, its offers, and consistency in delivering promises. The key to a successful first impression is developing a close feeling with the customers. When the customers’ opinions are positive, it will lead to their loyalty towards the brand. Having a good first impression is a great step for your brand to stand out among its competitors.

 There is a quote that says, don’t judge a book by its cover. But, it can’t be applied in branding. According to Malcolm Galdwell, the author of “Blink: The Power of Thinking Without Thinking”, customers only need two-seconds to form their first impressions of a brand based on their memories, images, and feelings to decide whether they want to purchase the product or not. First impressions hold an important role in branding because they can create a long-lasting relationship between customers and the brand. As an award-winning branding agency in Indonesia, Milestone believes there are three aspects a brand should pay attention to in creating the best first impression.

 The first on the list is the audience. Targeting and understanding the audience should be done before a brand releases a product or advertisement. Deep insights into audience behaviors will help the brand in deciding the most suitable ways to reach them. Furthermore, maintaining a close relationship with the customers will give a brand a new perspective of their needs. These will make it easier for a brand to create a favorable impression on its customers.

 Number two on the list is quality. The quality here refers to the image and copy as the first things seen by customers when they encounter a brand. Working together with a professional photographer or experienced graphic designer is recommended to create a picture that describes the brand perfectly. As crucial as images, the copy can’t be forgotten as it delivers the brand’s messages to customers. If the image and copy are not aligned, it will lead to confusion and result in a negative first impression of the brand.

 The third aspect is appearance. According to a joint research conducted by Persuasive Technology Lab Stanford University, Consumer WebWatch, and Sliced Bread Design, LLC, 46,1% of customers believe that the design of a brand is the first thing they see when they are about to make judgments about one brand’s credibility. The way a brand presents itself, from its advertisements to its website, needs to consider their target market to showcase the right and neat impression based on what they are seeking for. 

Branding is not only about how the brand looks, but also about the brand’s personality, its offers, and consistency in delivering promises. The key to a successful first impression is developing a close feeling with the customers. When the customers’ opinions are positive, it will lead to their loyalty towards the brand. Having a good first impression is a great step for your brand to stand out among its competitors.