Why First Impressions Matter - Everywhere

By: Victoria Dravneek

Technology is wonderful -- it is exploding, growing and expanding our ideas of how information, entertainment and plain creativity are packaged. The thing that remains the same, however, is us. We are finite in our ability to process information and our initial reaction or "first impression" is more important now than at any other time in recorded history.

"The medium is the message," you can almost hear the famous ad exec. Marshal McLuhan's words whispering through the corridors of thought. However, I would challenge this and say what the potential client who first clicks on your website (walks into your office, reads an advertisement) thinks is really the message. What is your message? I'm too cheap to hire a professional to design my website? I wrote this myself and it is really obvious? We really like magenta curtains?

But I'm no corporate monolith, is the first kind of reaction I get from many clients when I talk to them about branding. Most of them are small to medium-sized business owners who have fought their way to where they are with hard work, determination and one eye always on the bottom line. In many cases, these clients are their brand - they just need to be able to define it and themselves so that the whole package of their business can reflect it. I guess this is one case where "the medium really is the message."

Branding doesn't have to be this over-inflated, expensive word that makes small business anxiously clutch their wallets in fear of marauding consultants. It is simple in essence - what do you want people to think about you? And, more importantly, how can you get them to think that about you from the first moment they have contact with you or your business through a physical office, website and advertising and marketing materials? They need one fluid, simple message.

It all sounds very simple, but how do you get from point A to point B? How does your client end up getting the warm fuzzies that make them choose your company for their needs? Well, first, we need to determine who the client is down to the last detail. This is your average client and their demographic, geographic and psychographic information. Now, take a look at your competition. Yes, you have competition - even if you don't realize it. There is always someone out there who is competing for the same dollars that you are. Find out who it is and what they are doing right - and wrong. Once you've listed your top competitors with strengths and weaknesses, you're ready to look at your own business. What does your business do better than anyone else does and how does it meet the needs of your target client? Now, armed with all of this information, what are the descriptive words that you want a client to think when they see anything related to your company? Go crazy, make a list to the moon and narrow it down to about 15 or so words. Then isolate three that really make the grade. This is your nugget - your piece of the branding pie. To use the marketer's lingo - it is your Brand Identity.

Make a summary and keep this information with you. Let it improve as your business grows and make sure that anyone who has anything to do with creating materials with your business knows it. It is more important than a handshake or a look in the eye - it is both of these things when you aren't there in the flesh to provide them.

The following is the result of a few hours spent with one recent client. We covered a lot of ground. I have changed the name to "my fabulous client" to respect the identity of the client. I have also included a few easy books to get started.

I. Branding Summary

Over-riding Goal
To create a multi-media enterprise that provides My Fabulous Client with an outlet for her creative personality; that draws more attention to healthy
living and encourages people to aspire to a more balanced life.

Vision
My Fabulous Client is a community interested in natural health and wellness. Members share experiences and knowledge, find information and resources, get access to experts and events and continue membership because they are a part of a caring community. My Fabulous Client has multiple revenue streams from experts, providers, producers, a marketplace, alliances, affiliations and membership fees.

Mission
My Fabulous Client provides a virtual community where those interested in a lifestyle based on natural health and wellness can find information, resources and community.

Goals

• Transfer the My Fabulous Client brand to the online marketplace
  
• Create sustainable revenue streams


• Establish Market Entry


• Grow user base and traffic

Objectives (how we will get it):

• Build My Fabulous Client for phase-by-phase rollout


• Develop a solid branding plan


• Plan and build infrastructure for revenue streams


• Create and execute Marketing/Content strategy


• Develop and execute a Sales Model

Brand

My Fabulous Client Target Client Profile:

Demographics:

• Professionals & Entrepreneurs


• Mostly female


• Age 35-60


• Education Level: Bachelors plus


• Mid to high-range comfort level with technology


• Broadband enabled


• Active mind and lifestyle


• Joiners

Psychographics:

• They value: Nature, health, recycling, environmental, independent thinkers, have money but aren't materialistic


• Mindset: Changing priorities, seeking mode, looking for practical information


• Likes funny, to be inspired, likes to read


• Identified as "LOHAS Community" and "Cultural Creatives" in recent books.


• Stage: People who are sick or who have been sick and are tired of doctors and medicines and want to feel healthy again.


• Stage: Young family moms who want to provide healthy living for children and husbands.


• Stage: Boomers and empty nesters who are getting older and want to get in touch with their health.

Geographics:

• United States, Mainly suburbs and urban areas

Brand Identity:

Credible, Fun, Personal Connection-oriented

Brand Promise:

My Fabulous Client will provide a vibrant community where each user can establish a personal connection with others and find credible information in a hassle-free, non-threatening environment where they feel ownership.

Brand Personality:

• Inspiring/enlightening


• Credible


• Honest/Uncompromised


• Informative


• Funny


• Warm


• High energy, vibrant


• Discriminating, practical


• Complimentary medicine


• Entrepreneurial spirit

Quick & Easy Resources:

Small Business Marketing for Dummies
AllAboutBranding.com
MarketingSherpa.com