Ever set off to a new place, only to find yourself lost. Scratching your heads as to where to the bookshop, office space or pub is located?
Imagine you're walking along a highstreet in search of a new bakery you've been recommended. 'Outstanding sweet treats' you're told, after spotting a drool-worthy box of cakes your friend's kitchen counter at the weekend. It's about time you treated yourself to something, too. You remember the logo on the box was blue, but now you're away on your own on the highstreet, there are three foodie spots in sight and they're all using blue signage.
Was it Park Side Bakes? Or maybe Cafe by the Park? Something rings a bell with the word Park, you seem to remember.
Some of the review photos look familiar, but the listing claims they're experts in catering. You're only looking for a new place to get a sweet treat; did the friend who shared the recommendation mention catering?
Worn out, you opt for one of the spots across the road and pick up something for lunch and a slice of banana bread. Sure, the stuff tastes ok but it was nothing to rave about. Later, you check in with your friend who offered the recommendation. Turns out Blue Berry Bakes - the hidden gem you sought - was tucked away, off the high street. They've just won an award for their traybake, friend tells you.
What's the moral of the story? Well, if you're the hungry customer, maybe you should take better notes from your friends.
Good quality, detailed and accurate listings on relevant portals make a great start when looking to become easy to remember and hard to forget. Creating a Google Business Profile should be one of your first port of calls. Follow their tips on getting started and fill it to the brim with useful data like opening hours, preferred contact routes for customers, recent photos and an address. Then turn to industry specific listings; think CheckaTrade for tradespeople, or OpenTable for restaurants.
Consistent language can help connect the dots. Remember our story from earlier? Whilst there was some recall of a blue logo and sweet treats on the menu, there wasn't anything that made memories and search results marry up. When you're discussing your offering, or promoting your business, consistency is key. You might read the same few words time and time again, but your customers don't interact with you anywhere near as frequently as you might suppose. Simple, repeated slogans and descriptions win, and there's plenty of evidence to demonstrate this. Think "Just Do It" and thank Nike!
If consistent language can help conquer your market, know that visual consistency is darn important, too. Thomas Smith, in his book “Successful Advertising,” makes a reflection on frequency of advertising; the first time people look at advert, they don’t see it. The fourth time, they have a sense they've seen it before. The tenth time, they ask a friend or family member if they've tried it. The twentieth time, they buy it.
Repetition taps into the psychology of familiarity and cognitive biases. When people see familiar designs repeatedly, they perceive them as more trustworthy and reliable. The takeaway? Which ever your choice of media - TV, notice boards or social media - ensure how you present your business is the same across platforms. This thoughtful, refined practise reinforces your brand’s presence.
Have you considered how you can build trust in your brand and welcome more customers with a consistent set of marketing material? If you need a little help in getting your emails, website, adverts singing the same tune, I'm here to help.
Green Smoke Studio’s tagline - a considerate creative - reflects the sentiment of this post. I design, discuss, craft and create in a way that looks good, and does good. For creative graphic, digital or web design, considered UX and UI, send me an email, I'd be delighted to help.
