First impressions will always linger

First impressions can last a lifetime, so entrepreneurs should invest in that first impression when they launch a new enterprise.

As babies lying in our cribs, we were attracted to colourful stuffed animals and musical mobiles.

Growing up, I did not change much. When I visited a bookstore, it was the books with the attractive covers, pop-up pages or that came with a free stuffed animal attached that I went for.

Old habits die hard, or maybe it is purely human nature, but as I grew into adulthood, a part of me still judged shops by their window displays; books that were bound by a hard cover were always preferred, and takeout menus with a creative design always caught my attention and persuaded me to give the restaurant a call.

There is comfort in knowing I am not alone in this. According to Stanford Persuasive Technology Lab, 46.1 per cent of people say they judge a company’s credibility based on its website design. I agree: if a company’s website has not been updated, is poorly designed or has missing information, I move on immediately.

As an advocate of Abu Dhabi’s autistic children, I know that raising awareness about the disorder works best when I use strong visuals, such as their artworks. I also know that a strong visual will attract more attention than a lengthy report discussing the disorder.

In fact every awareness initiative I have managed has depended on visual imagery and using minimal but strong statements. Doing so, I not only caught the audience’s attention, but also received the reaction intended: to have them ask more about the disorder, and if there was any way that they could help.

Realising that people are visually motivated and that first impressions count could help you with your start-up.

The first three to five seconds of engaging with someone new is crucial; it is the time it takes for you to form a first impression on your clients. And in turn, them on you. And while some of my friends argue that people’s opinions should be based on intelligence and research, many studies reveal the opposite – a person’s thoughts are shaped by what they see and hear in the first few seconds of seeing something or someone.

So what could you do in the start-up phase to ensure the right first impression? To begin with, invest in your image and how you want your clients to see you. Then have your logo professionally designed. While designers can be expensive, there are just as many online that are reasonably priced, and you could have a professional logo designed for less than US$50.

Also, before you officially launch your business, make sure that you invest in a good website design and have your social media pages ready to go.

Again, don’t overspend on website design, many professional-looking templates are sold online for a reasonable price. But you need a website and social media pages because that is where your clients will go and look for you first.

Make sure to have your contact details, and a short bio easily visible. Ensure that your information is up to date, and that you respond to your customers’ inquiries promptly.

If you plan to host a launch party, add a creative element to it such as an attractive invitation design. You do not need to have it printed; you could stick to electronic invitations. Have all the details there, and perhaps a sneak peek of the launch such as announcing that there will be prizes or giveaways.

The event itself does not need to be five-star, but could be held in an unusual place. Invite social media influencers and bloggers as well as the media.

Your actual store, or the place you will provide your product/services should all be tied to your brand image, meaning that your logo, website design and store design should all follow the same theme.

Conduct a focus group and research similar businesses to learn more about how they enhance their customer experience. Ask your friends and potential customers what they would like to see and experience in a store, what would attract them to come in and buy something.

Do invest in that first impression.

Manar Al Hinai is an award-winning Emirati writer based in Abu Dhabi. Follow her on Twitter: @manar_alhinai

Follow The National's Business section on Twitter