First in a series, THE 5 LAWS OF GRAVITY FOR A MORE SUCCESSFUL BRAND.
In the race for brand awareness and ultimately brand loyalty, if you’re not moving forward, you’re falling behind. The days of undivided attention have all but disappeared. First to market can have a big advantage in customer recognition, and recognition has been shown to markedly increase brand loyalty. So there may be a tendency to rush your launch, your site, your direct mail, get your product on the shelf, your app on the phone before anyone else.
But it’s not just speed that wins brand loyalty. Stumbling at breakneck speed can take you out of the race. The thing about clichés is, they’re repeated over and over because they’re true. And this one is one of the truest: You don’t get a second chance to make a first impression.
Have a plan that takes into account discovery, design, review and revisions and you won’t have to limp back to the starting line because you missed the mark. Here’s another cliché that really bugs me but mostly because it’s most painfully true at the eleventh hour: There’s never enough time to do it right but always time to do it over. Time is a crucial part of brand velocity.
Hire people that know what they’re doing and will fuel your content, clarity, relevance, and differentiation—people that get your business and the target you’re shooting for and will keep you honest and on schedule, and you will be on the fast track.