In crafting a brand, we are adamant about creating a great impression to the right audience. A first impression is what captures someones attention when looking to buy or list in real estate or in any other profession. It also applies to products and how we make decisions.
Decisions are not necessarily made solely consciously,(stats and endorsements) but also unconsciously (the gut feeling). Quite often if we are smart, we will take that gut feeling and honor it by perhaps delaying the decision or nixing it. A brand that is well crafted will attract the right person to it. Here is an analysis of a simple buy.
Pictured above is bottle of olive oil from a Turkish producer named Nefiss. This is how it ended up in my pantry.
I am always interested in learning more, and to that day I had not tasted Turkish olive oil. I usually favor Italian or California olive oil.
I was attracted to it based on the design of the bottle, (attention to details).
I read the little card attached to it describing the family and their story of the care and age of their olive trees in Turkey, (I like supporting family enterprises).
I was impressed that there was a sample of their balsamic vinegar on the bottle in the same shape as the bottle, (congruity in design and a sign of a generous spirit).
I found it in the take out store of Industrial Eats in Buellton, California. We both admire the owners who are even more finicky than we are, when it comes to excellent products for their restaurant, and the products they sell...They became a subtle endorser brand. In other words, I trusted their judgment.
Even, if I did not like or use olive oil, I would have bought it for a friend who does, based on my impressions. We all have an abundance of dominant impressions that guide our decision making. When I ask people what led them to hiring someone, they come up with many of the thoughts I mentioned, and others that govern their decision making. Quite often, the gut rules, because it is the least biased impression!
Have you ever analyzed your decision making process?