Science tells us that within the first seven seconds of meeting someone, we form our first impression. To do this we combine a staggering array of information. Sensory input rushes forth. How does he smell? What context does that smell belong in? How does he look? What is the condition of his hair, his skin, his eyes? What is he wearing? What is the sound and tone of his voice? What is that accent? What is the nature of his handshake?
Add to all that what you may or may not have heard about his person before and you have gigabytes of information inputted and processed in a couple of blinks of the eye.
But that’s just the beginning. You process all of this sensory input and reach a conclusion, but not a hard edged factual one. Just about every conclusion that you reach about this guy is emotional. All of that input will combine to give you a feeling. Warmth? Fear? Suspicion? Disdain? Attraction?
Furthermore, all of these feelings adjust instantly with each new encounter with the person, whether it is a direct meeting or hearsay.
With the passage of time the more coherent and integrated and attractive the perceptions of this man become, the more favorably you will think of him.
It’s the same with a brand encounter. The more coherent and integrated and attractive the brand, the more favorable place it will hold in your mind.
As marketers our job is to see that the outward sensations of the brand, its appearance, its messages, its voice are coherent and integrated and attractive. We work to insure that these sensations produce positive emotions.
Of course that’s just part of the brand. The other part, the main part, is how the company or organization treats its customers.
Posted by Harry Chittenden
Posted by robinsonbrandbuilders 
