Judging a book by it's cover & how your brand image is impacting your sales

I’ve always hated the cliche, “don’t judge a book by its cover.”

Sometimes it’s true. But... sometimes it's not.

Sometimes what's on the outside is  accurate to what's on the inside. But... not always.

How does this apply to branding?

When you have a real problem, your brain is doing a rapid assessment with any available information to find the best way to solve your problem.

That includes judging the value of products or services purely based on how a business looks.

Your visuals tell the world who you are and whether you can help them.

Like it or not, we all 'judge a book by its cover.'

Your brand image is absolutely convincing people whether your services are worth your prices

Building trust is the foundation of sales 101 — and your visuals are either giving you a head start or holding you back.

Imagine this: You wake up with a toothache (oh no!) and know it’s time for that dreaded dental visit. You grab an ice pack as you browse Google listings for someone that looks competent and trustworthy. You’re evaluating reviews, the logo or visuals, and their website to determine who you can trust to fix your problem (in this case, a very painful toothache). 

There's a lot of info to scan through and your brain needs to make snap judgements to get a solution STAT.

Are you going to choose “Bob the Dentist Inc,” with zero reviews, a bad logo, and a website from 1998? No, of course not. 

You’re going to choose the dentist who looks competent: professional, put together, trustworthy. That means they've got good reviews, pleasant branding, and an easy-to-use website.

When you need a solution, you’re going to choose someone who looks like they can solve your problem. 

Now to be fair, Bob the Dentist might be a swell guy –  the kind of guy that people have been going to for ever because he does a great job. But the problem is, new leads (that’s you) don’t know that.

You are going off available information (visuals, website, reviews, etc.) in order to make a judgement about whether or not 'Bob' is a competent dentist. And unfortunately in our example, that information isn’t working in Bob's favour.

When shopping for a new service provider, you’re not choosing based on experience. You’re choosing based on perception. You’re judging the book by its cover because the cover is all you’ve got to go on. And that's OK.

Reality is we all judge a book by its cover.

That’s why it’s important to make sure your brand is reflecting the image you want it to.

Presenting well can be the make-or-break for any business.

.... but sometimes it can be hard to know where to start.

That's why I've created the Brand Identity Audit: A thorough assessment of your brand identity & web presence, complete with a roadmap forward to build a brand you can be proud of.

The audit includes:

➔ Brand Strategy Roadmap

➔ Video audit of your website

➔ Website performance stats

➔ Google Profile audit

Ready to move ahead with confidence?  Book a call to get clear with roadmap for moving your brand forward.