The article highlights the critical importance of effective branding and common pitfalls that businesses face. It emphasizes that mistakes in branding can reduce credibility, leading customers to disengage before a conversation even begins. Prominent branding expert Jacob Kettner discusses how inconsistent visual identity and poor typography can create biases in customer perception. By adhering to the principles of design and maintaining a cohesive brand style guide, businesses can build trust and enhance their professional image in the marketplace.
Mistakes in branding can seriously undermine a business' credibility, causing potential customers to walk away before you've even managed to talk to them.
Visual consistency builds trust. When elements like colours, fonts, and spacing vary across your materials, it creates cognitive dissonance for customers.
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