Don’t let clichés get the better of you. You have heard it many times before. You only get one chance at a first impression. A solid brand strategy would plan both the first impression and the many other interactions a prospective customer will have with the company through becoming a customer. A great brand strategy will anticipate customers’ primary interests so they can sasist them completely. That’s what makes for strong customer relationships.

First impressions have been overrated. Think about the number of companies you have done business with over the years. Did you really decide which one to use and which not to use solely based on a first impression? I really doubt it.

Instead, people judge who they are going to do business with based on:

• Is the company committed to bringing out the very best in each of my printing projects?
• Do they have a great working relationship with their employees and customers?
• Are they approachable and creative?
• Are they a leader?
• Is there story so compelling that I feel compelled to tell others about it?

That’s the way most people judge companies such as printing companies, and that’s a lot more meaningful than a first impression.