Don't judge, not everybody's got a great brand, ok?

We all try not to. But we just can’t help it sometimes. I’m talking about rushing to judgement because of poor or dated branding.

We’ve all been there. At a networking event, we meet a lovely person in the queue for the coffee. We get talking and then keep the conversation going as we move together into the centre of the room.

This person seems so professional, with a real personal dynamism. The company they work for, or are starting-up, sounds fascinating. Really going places. Definitely one to watch and stay in touch with, and so you suggest you do. And then, they pull it out. Their business card. And suddenly, the positive image they had built-up, in that short conversation, falls away a little.

It might be that the logo just seems a little dated. Or that the iconography doesn’t really match the offer. Or even that the card itself, just seems a little, well, cheap? But suddenly that person who came across so well is now just a little… undermined?

It’s not their fault normally and sometimes they even acknowledge it: “Sorry, yes, that’s the old branding.” But you both know an apology is not a good starting point in business.

It can seem silly and counterintuitive to judge a company based on the quality of their stationery. But, the truth is, we all do it. It comes down to the seventh P of the marketing mix: Physical Evidence, defined as the tangible and intangible elements that customers use to evaluate a product or service. And in business that evaluation inevitably starts with brand.

A brand should provide wings for the sales process, whatever that is. Not hinder it, as some do. If you feel you’re struggling to get things off the ground right now, perhaps a brand refresh could be what you need to help you take flight?