Just like swiping on a dating app, our first encounter with a brand can instantly draw us in or push us away. Therefore, you gotta make sure you put your best foot forward and be undeniable to the folks that encounter your brand. Here’s how the SJL Team navigates brand impressions with a curated list of brands we’d swipe right for and those that (SADLY) deserve a swipe left.
For starters, here are the elements that influence a first impression:
1. Name
Don’t overdo it with the name. Be clear, concise, and speak to who you are as a brand.
2. Logo
Logos are bookmarks for your brand and while they don’t dictate who you are, they will influence how you’re recognized and remembered.
3. Hook
Brand is Behavior is ours and it’s perfect for SJL. It’s quick, it’s catchy, and it’s literally the philosophy behind all our work.
4. Why
Articulating your “why” right off the bat is key because folks want to know your purpose before they commit to you and your brand. So, PLEASE be honest and concise with your “why”.
5. Product Design
We always say it starts with a dope product.
Now, let's swipe!
Disclaimer: We may catch some heat for our swipes but these are opinion-based. Put your fighting words in the comments haha
Louis Vuitton
Louis Vuitton might be established, but its overused logo and humdrum designs scream more ‘tacky’ than ‘trendy.’ High prices must be justified by high quality, something LV doesn’t always deliver.
Jason Swiped Left
Boeing
Boeing, and Walmart all suffer from negative first impressions due to poor customer service or controversial corporate behavior. These brands face PR scandal after PR scandal. With that bad initial experience you may prevent customer loyalty just as quickly as a flawed profile on a dating app.
Dehrian and Alicia Swiped Left
Walmart
Boeing, and Walmart all suffer from negative first impressions due to poor customer service or controversial corporate behavior. These brands face PR scandal after PR scandal. With that bad initial experience you may prevent customer loyalty just as quickly as a flawed profile on a dating app.
Dehrian and Alicia Swiped Left
Polo
Polo are instant “swipe lefts” because the style, color palette, and logo aren’t doing it for us. Props for their strong adherence to a particular style, even if it doesn’t resonate with everybody. Knowing your brand is essential, but flexibility can broaden your appeal. Or maybe switch things up a bit and show some brand evolution?
Dehrian Swiped Left
Hummer
Hummer’s Vehicles meant for the military have little to no functionality for civilians. Not to mention the poor fuel efficiency. We’re talking MAYBE 12 miles per gallon. Sometimes, charm isn’t enough to overlook fundamental flaws.
Jason Swiped Left
Up & Up
Up and Up is Target’s generic brand but aren’t generic brands supposed to be cheaper?! Marketing as a value brand without value prices is a major turn-off for us. Target missed the mark with this one. Swipe Left.
Joseph Swiped Left
Huy Fong 'Sriracha'
Huy Fong has made a name for itself in the crowded hot sauce market with its iconic bottle design and insanely good flavor. Even for folks that don’t have the taste buds for it, Huy Fong serves as a reminder that simplicity rules the day.
The Team Swiped Right
Impressions Last!
As a brand, making a good first impression can be tough. With short attention spans coupled with consumers being more intentional, you have just a moment to make your case. Whether it’s a swipe right or left, the decision hinges on more than just surface appeal—it’s about the deeper value and consistency that brands offer…or don’t.
The SJL Team’s exploration of various brands through our version of a dating app underlines the essential elements that can make or break a consumer’s first impression: name, logo, compelling hooks, clear purpose, and exceptional product design.
Just like in the world of dating apps, not every brand can be ‘the one,’ and that’s perfectly fine. But for those that are, they transform intrigue into lasting commitment. In the marketplace just as in love, first impressions are everything but it’s the follow-through and consistency that makes a relationship last.
AUTHOR! AUTHOR!
Dehrian Ramirez
Dehrian is the Lead Designer of Studio J Lorne, a recovering adrenaline junkie, obsessed cyclist, and Sonic moving creative ready to make production magic.
Alicia Mountain
Alicia is Studio J Lorne’s Social media coordinator, a prominent eco-warrior, and an aspiring lawyer that could probably cross you over on the basketball court.
