You have 5 seconds. And your branding decides whether someone stays.
Hey branding friends,
Several studies show:
We decide in less than 5 seconds whether something seems likeable, competent or trustworthy*.
And if this first impression is negative?
Then it takes up to 8 positive experiences to make up for it**.
Not to inspire.
Not to win fans.
Only to restore lost trust.
And you can imagine how often you get these 8 chances. 🫠
And then some people still say:
"Branding? Is nice-to-have. A good product is enough."
You serious? 👀
🧠 Why this is so important
Our brain makes decisions on autopilot.
Design, language, font, sound, image - all this forms a gut feeling in seconds.
A "yes" or a "better not".
Brand identity plays a key role in shaping this first impression. And once this "I'd rather not" is there, you are working against an inner resistance - without knowing why.
👉 That's why:
Branding is not just look & feel.
Branding is the very first moment of trust.
💡 Brands that master the first impression
🧴 Typology (France)
Skincare, as reduced as a laboratory. Transparent bottles, clear typography, almost medical.
And yet: the brand looks like a high-end statement - because it clearly shows what it is (and what it is not).
Instead of creating emotion through color, trust is created through calm.
No claims. No beauty phrases. Just: clarity.
🍷 La Démarrante (France)
Natural wine with labels like something out of an indie comic.
Nothing about it looks classic. No serif font. No château name. No Bordeaux gold.
And that is precisely the point: this brand does not want to refine - it wants to stand out.
You know immediately that this is not a wine for connoisseurs. This is for everyone who wants to feel something - not have to explain it.
✨ What you can take away from this
👉 Branding determines whether people engage with your brand - or bounce.
👉 Bad first impression? Repairable, but expensive. Temporally, emotionally, strategically.
👉 Good design + clear language + consistency at the touchpoints = entry into trust.
💬 Questions for you
-
What do you feel in the first 5 seconds of your brand - really?
-
What does your look say before you explain something?
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Does your design build trust - or does it create uncertainty?
🏁 Conclusion
Branding is not the icing on the cake.
It's the moment when someone decides:
"This feels good - I'm staying."
And if this moment goes badly, you need a lot of effort to save it again.
Therefore: Invest in your first impression.
Because that's where it all begins.
See you next week - stay clear, stay tangible, stay you.
Chantalle
*Sources: Willis & Todorov (2006), Psychological Science;
**z. e.g. Dr. John Gottman / Bain & Company studies on negative vs. positive feedback in the customer context.
