Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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Research shows that it literally takes only TWO seconds for people to develop a strong first impression.

Smart… not so smart. Likeable… not so likable. Charming… not so charming.

So what could that be based on? The visual of course, it’s the first thing that impacts your brand. It’s your package… your visual identity… your trademark.

Take a moment to think about the image you project…

Is it professional or casual?
Is it neat or dishevel?
Is it memorable or unimpressive?
Is it unique or like everyone else?
Is it who you want to be or did it just happen?

Take charge… think about what you want others to think when you enter a room. Then create the visual that will reflect that quality. Enlist a friend that will be brutally honest to give you feedback. My advice is to add an element that is unique, make it memorable.

After giving a personal branding speech a judge stopped me to say, “You know I wear a hat all the time and now that you mention it, I realize it’s my trademark. People don’t recognize me without it.”

Black Pearl – Lawyerist talks about dressing for interview success. It’s great advice you could apply to client meetings as well as interviews.
 

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Whether it’s bow ties, a bald head or a signature pin, never underestimate the power of your visual identity… it can make you memorable.

This week we asked:
I have a clear visual identity or trademark…

Yes 0%
No  50%
Maybe 50%

My Thoughts: So, no one is clear and we are evenly split between uncertainty and no vision. Pinpointing what makes you memorable is the first step in using it to your advantage. I hope this conversation has opened eyes and encouraged you to find your own. Can’t think of anything? Ask your friends, family and colleagues!

As for mine? I always wear black. Everywhere, everyday, and to every meeting or event that I attend. And you can bet that people remember my name. That’s the power of a visual trademark. A personal brand means a package that may not be perfect, but is certainly unique. Think about the last time you met someone new—on first glance what would they remember about you? What makes you stand out?

Some great examples of linking a visual identity with a memory can be seen within the fragrance industry. I would be willing to bet that almost everyone reading this would be able to identify their favorite perfume or cologne simply by the shape of the bottle. Now close your eyes and imagine the smell of that fragrance. Got it? That’s packaging. On the people side there are more examples than I can even relay: think Larry King’s suspenders, Jackie Kennedy’s sunglasses, or even Albert Einstein’s hair (I bet you immediately recognized him--even in bobblehead form!). The key is to stand out from the crowd.

As my colleague John Genovese of Genovese Joblove & Battista says:

“First impressions are the most important, you'll never get to re-do a first meeting.”

Black Pearl: For those of you who watched "The Today Show" segments I posted on Friday (and if you didn't, I encourage you to go back and do so!), I thought I would share Martin Lindstrom's  book, Buyology. It's an interesting study on what influences our  decisions and shapes our taste ...