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.    

<em>- Lauren Brenkle</em>
