There’s nothing better than a good first impression. When a brand creates a great first impression, it makes every step to the sale far easier. Creating a great impression from the outset requires you to be bold, resonant and unforgettable.
A glance that stops a scroll. A feeling of something refined. The whisper that tells your audience, ‘We know who we are.’
A great first impression isn’t just important – it’s vital. Options are everywhere, and a mere second can be the difference between whether a visitor becomes a loyal customer or is lost to a competitor for eternity.
To catch that initial spark of attention, your brand must resonate and capture attention. It needs to be bold, confident and proud – as majestic as a mighty griffon.
This article shows how a brand creates a great first impression and how you can turn an instant into a lasting impact.
Understanding First Impressions
Humans are wired to make quick judgments. Studies show that our brains start forming opinions from visual cues within 50 milliseconds. This isn’t superficial, either. It’s based on survival – the human mind has evolved to be able to recognise threats instantly.
In branding, your visual language creates this first impression. When done well, it can illicit trust, intrigue and desire – basically, any emotional response you want.
A first impression is the first chance for your brand to connect with your audience. This power shouldn’t be underestimated.
The impact of visual elements
Visuals do the heavy lifting for first impressions. For most brands, sight is the first sense they’ll hit, so carefully considered visuals are a must. And there is a mass of information your visual identity can convey.
Firstly, the logo. It’s important to remember the brand isn’t the logo, but it’s still a star player. Your logo’s job is to help people identify you from other businesses. Silhouettes are recognised quickly, so the shapes and forms you use are important. It can also be used as a means of building the first emotional connections.
Colour plays a vital role here as it is the fastest way to evoke an emotional response. Navy blue creates feelings of trust. Deep reds command attention and can even create hunger. Understanding colour psychology is important for building a strong initial connection.
The way these aspects interact is also important. Mismatched shapes and colours create confusion and are forgotten quickly. Using forms and colours that match helps quickly cement an idea in your audience’s minds. For example, a griffon in gold on a matt black background creates a feeling of power and prestige.
Role of messaging and tone
Visuals are by no means the only part of your brand identity. The clarity of your message often goes a long way to build a great first impression. A message that leaves a strong impression is at least as good as bold visuals. A clear message can resonate deeply, especially if tailored to a particular audience.
It’s not just the content of your message, either. How you deliver it is just as important, and a unique brand tone helps make you memorable. The tone and character of your brand help tell your audience more about who you are, which creates a more personal connection.
Why are first impressions important for brands?
Great first impressions are not just visual; they are also the basis for emotional commitments. When a potential customer first encounters your brand, they will subconsciously be asking many questions.
‘Can I trust this? Does it reflect my values? How will this improve my life?’
In branding, the first encounter is a valuable moment. It sets expectations and defines perceptions. A great first impression can spark curiosity, while a poor one cements indifference.
A strong first impression signals professionalism, consistency and purpose. It shows that you can be trusted to deliver. The best brands invest heavily in first impressions, as they see a unique opportunity to build loyalty before competitors can.
Key Elements of a Great First Impression
A great first impression is a carefully constructed moment, woven from an aligned story, identity and experience. It isn’t just how the brand looks, but how it feels and communicates. All these elements work together to create recognition and resonance.
Strong Visual Identity
As mentioned previously, design is often the first connection in brand perception. Everything visual sets an expectation. Your logo, typography, colours, imagery and layouts all set the tone. A bland, uninspired visual identity is unlikely to stand out or be remembered.
Clean, purposeful design creates clarity. People consume information quickly, and if something is unclear, they are unlikely to spend energy on it. Amateur or inconsistent visuals communicate confusion, and people will be unlikely to interact further if confused.
It’s also important to note that visuals should reflect the brand identity to be effective. Every part of your visuals should reflect your core values.
This highlights the importance of hiring a professional to create your visuals, who can reflect the essence of your brand.
Effective Communication
Every word you use matters, everywhere. From taglines to articles, it’s important your message is consistent, clear and communicates your identity. Great brands say one thing and say it well. Your message should be both unmistakable and repeatable for maximum impact. You never quite know where a client is going to encounter your brand first, so your message should be consistent across all platforms.
This consistency isn’t just in the content. It’s also in the delivery. The tone of voice adds a human layer to your brand that can speed up the connection process. Personality is important as it helps build further distinction. A defined tone of voice makes you relatable, so speak in a tone that builds on your values and reflects audience expectations.
Remember, inconsistent messaging creates friction, and friction is a barrier to sale. Focus on consistency to ensure every first impression is the one you want.
Customer Experience
How your customers experience your brand is as important as how it looks and sounds. Creating a user-friendly experience can entice your audience to move beyond the first impression.
A well-structured website that is easy to navigate goes a long way. Ensuring you create a logical journey helps potential customers venture more deeply into your brand ecosystem. Good user experience design isn’t flashy; it’s invisible. Remove barriers and make it easy for visitors to use your site.
Social media is often the first touchpoint your audience will encounter, so ensure the experience matches here, too. Use them to create meaningful conversations and show that you are engaged. Signalling that you respond to and care about your audience creates a great first impression and answers subconscious questions. This is more than marketing, it’s relationship building.
Case Studies: Successful Brands with Great First Impressions
There are many examples of brands that create great first impressions. Here are two:
Aesop
Aesop uses restraint and minimalism to communicate luxury. This refined, clean first impression immediately signals sophistication, reflecting their product at an early stage. The use of clean lines and earthy tones builds an immediate touch of class.
Apple
This one is an obvious, but important, example. Apple’s first impressions are legendary. Minimalism, razor-sharp lines and pure clarity of purpose create Apple’s unmistakable brand. Every moment is designed to create awe and desire.
So what lessons can be learned from these examples?
- Know yourself – Strong first impressions come from being comfortable in who you are and not trying to be everything to everyone.
- Design with intent – Throwing a few pretty things together on Canva won’t get you noticed, no matter how nice it looks. Every element of your brand contributes to the first impression, so design it to resonate with your audience.
- Consistency builds credibility – Keep a consistent tone and character across all channels. You never know where a first impression might come from.
Practical Tips for Creating a Great First Impression
Now you understand how important a first impression is, how do you ensure yours is great? There are many elements of your brand that help build a good initial connection. It’s a constant process that needs refining throughout the life of your brand. But here’s where to start.
First, definition is key. Define your brand identity BEFORE you start building visuals and messaging. You must clearly define values, purpose, vision and tone. Think about what your brand is at its core – what does it believe? Who does it serve? Why does it matter?
The better your answers to these questions, the easier it will be to grab the right attention quickly.
Once you’ve defined your brand, create cohesive branding materials to reflect its identity. Your visuals, copy and customer experience should all reflect the brand’s identity. Cohesion builds trust, so ensure everything speaks the same language and leaves no room for doubt.
Impression isn’t just about image; it’s also about interaction. Foster positive customer interactions at every touchpoint to create lasting goodwill. Make every touchpoint a pleasure, not a chore. Be active and responsive – a little listening goes a long way!
Conclusion – How a brand creates a great first impression
The sneaky thing about how a brand creates a first impression is that the brand IS what creates the first impression. The trick is to make it a good one, because otherwise you’ll be forgotten in a flash.
How you present your business has a huge bearing on what people will think and feel when they first encounter it. But you need to be able to deliver on your promises. Your audience will tell people about bad experiences, meaning the first impression other people get could then be negative.
The first chance you get to make an impression is important. It’s the moment that can spark excitement or interest, or the first steps towards brand loyalty. It tells your story before words are spoken and opens doors that may have remained closed otherwise.
Creating a great first impression is about a commanding presence. It’s about owning your zone of expertise and standing confidently and majestically. Yet, it’s not about shouting. A strong first impression resonates – it lingers. And it’s easier to have that confidence when you are reflecting your real values, purpose and character.
Take this as a call to evaluate your brand’s opening moments. Look at it through your client’s eyes and ask, ‘Does this embody who we are?’
If it doesn’t, define who you are and build the foundations of your brand identity first.
Without those, it’s impossible to make a good first impression.
Want to know if your brand has everything it needs for a good first impression? Take this 5-minute quiz to see what you might be missing.
