First Impressions Matter

by John R. SedivycloseAuthor: John R. Sedivy Name: John R. Sedivy
Email: john@capecodbranding.com
Site: http://www.capecodbranding.com
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Introduction
Yesterday I went to Barnes and Noble to pick up Mike Huckabee’s “Do The Right Thing” and stumbled upon something unexpected. First I must say that, yes, I do realize that the election is over and Barack Obama is in office. However “Do The Right Thing” was on the New York Time’s Best Sellers List at the time of this writing and I am slowing but surely trudging my way through that list. After picking up the audio book, a bright orange book with bold lettering titled “Do you matter? How great design will make people love your company” by Robert Brunner, Stewart Emery, and Russ Hall caught my eye. Now I have not read this book yet, so this article will not serve as a book review, however based on my first impression I am expecting great things – here’s why.

Great Expectations

Generally when buying anything at the bookstore I make my obligatory stroll through the store to see what’s new and what I may have missed on past visits and web browsing. It is not uncommon that something catches my eye and I pick it up for a second look, however “Do you matter?” literally made me stop in my tracks. In addition, many times I will pick up a book with a great cover and quickly lose interest for a number of reasons and therefore return it to it’s rightful place back on the shelf. Here is what in my mind makes “Do you matter?” great and makes me expect great things from this work just from my first impressions:

1. Boldness
2. Quality
3. Simplicity

I will address each in greater detail. The first thing that caught my eye was the bold coloring of the book – white and black lettering with an orange background. Although the colors may not be everyone’s (including my) first choice they are dramatic and bold nonetheless. The color scheme blasted my senses and literally made the book stand out from everything else on the table of new business releases. The bold choice of colors certainly got my attention. Now that you have my attention; now what? Most times that I would experience anything like this I would proceed to pick up the book, open it, and find out that the interior was made of low quality paper and bland text on discolored paper – not the case here. Upon picking up “Do you matter?” you can tell quality went into the making of this book. The title on the cover is actually lowered into the hardcover of the book itself. Upon opening the book one is treated to glossy card-stock, a simple layout, and consistent use of black and orange throughout the book. I recently heard the phrase “people hear what they see” in the movie “Beyond The Sea” which is the biography of Bobby Darin. I have found this to be true and this experience is a fine example. Because the visual layout was bold, simple, and consistent and the tactile response offered a nice feel, I was and still am receptive to the message within. Not that I will not read a book with poor visual and tactile feel, however it is more difficult for me to get to the message and through the book that does not have these aspects of quality. You may be thinking that this description is a bit overkill for a book, however I do not and here’s why. You would be amazed at how many marketing books I pick up that miss their own message. The text and message of the book is phenomenal, but their method of conveying the message is poor. Many marketing books preach the items listed above, but do not practice what they preach – how many people miss the message due to poor presentation?

Do You Matter?

Although I am discussing a product (in this case a book) I believe the same concepts go beyond product development and reaches into company and personal brands. Think about this carefully. Conventional wisdom states that first impressions matter, whether you are on a first date, job interview, or reaching out to a new potential client. What I am saying is that your first impression should be bold, contain quality to back up your bold statement, and yet be simple.

The boldness of your look and actions should attract attention. This is a tricky balancing act. You should be bold enough to attract attention and stand out from the crowd, but not in such a manner as to be obnoxious. For good reasons to stand out from the crowd, click here. In my experience the only way to fine tune this process is by trial and error. Increase your emotional intelligence by gauging the reaction of others. Attempt something bold and then watch the results, and adjust accordingly – repeat the process until you have reached a level where you are pleased with the results. This undoubtedly will require growth outside of your comfort zone. Predictability is comfortable, yet boring, bold actions are uncomfortable, yet exciting. Given time, the uncomfortable will become comfortable and you will strike an optimal balance.

Quality is a given right? One might think so, but not necessarily. For all the talk and books written about quality, how many actually implement quality into their operations or themselves? Very few in my opinion. In the sense of the book I was referring to the embossed lettering and high quality card-stock. For the development of your brand the key point here is quality in everything you do. Bold actions and sharp looks mean nothing if there is not substance beneath to back it. People quickly see through a slick salesman who doesn’t deliver; however a bold, powerful presence with the ability to back said promises is unstoppable.

The final element is simplicity. Rob McFadden, a former classmate at the Johns Hopkins University Carey Business School said it best during a lecture on presentation skills when he stated: “less is more”. High class brands such as Apple understand the power of simplicity, the authors of “Do you matter?” certainly do, and I am proposing that it can work for your personal brand as well. “Less is more” – look at everything around you and take away if it does not add value. Reduce to the key aspects that still maintain your message until you cannot take away anymore. “Less is more”.

In a future article I will discuss “Do you matter?” in further detail once I have read through the book. However based on what I have read so far my expectations are high as previously stated. In the meantime, another book that embodies each of the principles discussed in the article is The Open Brand by Kelly Mooney and Dr. Nita Rollins. Consider what I have said here and how you can use this information to improve your personal brand.

Boldness, quality, and simplicity make for a strong impression!

-John R. Sedivy of Cape Cod Branding

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