How is your business gift wrapped?

Friday, 16 October 2009

There is that old saying ‘don’t judge a book by its cover’ and try as I might, I am guilty of being a little swayed by what I see. There is the other saying ‘first impressions count’ of which I am also guilty. Well, I am in advertising after all so I wholeheartedly embrace the latter!

Take a wrapped gift as an example - if you were to be handed a parcel that was presented to you covered in tatty old newspaper, you would anticipate the gift itself being, how shall I put it, disappointing. Whereas if you were handed a parcel beautifully presented with bows and shiny paper, your expectations of what was inside would be somewhat higher!

It is the same with your marketing material - your brand is your ‘wrapping’ - your opportunity to make that all important first impression and for people to anticipate that the company behind the brand means business.

Like it or lump it, I know am not alone in judging a book by its cover!