Princeton researchers found that “people decide on your trustworthiness in a tenth of a second.” The US Chamber of Commerce Institute shared:
§ 55 percent of first impressions are made by what we see (visual).
§ 38 percent is the way we hear your first words (vocal).
§ 7 percent are the actual words you say (verbal).
According to FORBES magazine, our brains make a thousand computations during the first seven seconds we see someone. Are you trustworthy, confident, likeable, or competent? Who is it making these snap judgements?
It is us! All of us in our personal and our professional lives. I’ve often compared a tradeshow booth to the human body (skin and bones). An exhibit has structural elements that might equate to how strong it is, how flexible it can be, how long it may last, how compact it can become for packing. But it is judged by its skins – its’ surface treatments and coverings. What people see is their perception.
The same can be said when a company’s important “constituents” meet or re-engage with a business’ facility. Before the first words are exchanged, what does the ‘constituent’ experience? What do they see? And, who are these people whose impressions of us matter?
A properly branded corporate environment will appeal to clients and prospects. It will inspire and reaffirm current and future investors opinion of your company. Whether talking about a temporary office on a tradeshow floor or your Corporate Headquarters, you’ll want to appeal to the community in which you operate and recognize that you are always sending brand messaging by your presence. You’ll want the impression of your brand to be one that attracts future employees and partners.
And of course, a company is a collection of its people. The environment you create can instill pride and serve as motivation for continued excellence. Nobody really likes to be judged, but human nature and good business sense says we’re all guilty of it.