A question that I have been asked recently refers to the business 'image'. Does looking successful make you successful? In short, yes, yes it most certainly does - of course other factors like product, price, location and market conditions come into play, however my logic is that success breeds more success; a snowball-like effect, but in the business space.
My theory is that a starting point geared in a positive direction is a recipe for success. That is, if you look the part, you will perform the part ... whatever 'the part' implies for your chosen industry.
Take a new restaurant for example. A new restaurant lacks referral or repeat clientele, the only way for them to be successful is to create their client base. A well-designed and attractive place with some chic is the first place to start. Secondly, their marketing strategy needs to be structured to entice new business. Highly appealing images of delicious meals and a bold design for their branding needs to be established through signage, their website and social. Giving someone a taste of what is to come when they go out to experience their food. Of course, this restaurant needs to deliver meals to match their image, so the owners and chefs need to have the product on point too.
This is just a very basic example but I hope you can see the message behind the above example. The age old mantra: "fake it til you make it" rings true to and extent, however, I say "fake it til you CREATE it" to give yourself the responsibility to deliver the end result.
The iconic idea behind this whole discussion is to encourage new customers to try your product for the first time. Get them in the door by arousing their interests through creative business solutions and hard hitting promotional material. Once they are in the door, WOW them with an outstanding customer experience.
Not only does an attractive image get customers to come, it also gets them to stay. By having a polished look you are projecting success and essentially saying "I am the best person for the job". Be the industry leader by looking like a leader. Sometimes the image of professionalism is all you need to win business.
Think back to your first job interview: did you straighten your tie or steam press your blazer?
Like a moth drawn to a flame ... or something like that.
Creative Director | Designer