Imagine your commercial real estate broker picked you up in a broken-down old beater to go look at a new location.
The car was visibly dirty on the outside, the wheel wells were rusted, and when you got in, there were empty coffee cups everywhere.
Would you trust that they are able to provide a premium, professional service?
The thing about outward appearances is that they are indicators of quality. The clothes people wear, the car they drive, and even the office they choose (hint, hint).
Each little detail is a subtle queue about the quality they represent. Even if those details have nothing to do with the person or company’s actual services, it sends a message.
And it’s the same way with your brand identity. You can get by with a 10-year-old website. You can get by with a logo outsourced to the cheapest designer.
But when prospective members see your brand for the first time, they’re going to start making short-cuts in their mind about what your company represents.
They’ll ask themselves, does this coworking space reflect the quality I am looking for?
Is this a case where it’s not wise to judge a book by the cover, or is this company really just a knock-off of something more premium?
When it comes to your brand’s visual identity, I suggest two things:
- Meet (and exceed) the kind of visual identity your ideal members expect from a company like yours.
- Invest in the best design possible.
You may not realize it, but short-cuts on your design process lead to years of prospects making short-cuts in their minds about the quality you represent.
You might have a great offering, but if your visual identity is lackluster, you’ve lost a chance to send a clear message that you’re the best.
And even if you’re not the most premium option in the market, having a simple, solid visual identity sends a message that your no-frills space is efficient and clean.
Design is not an expense. It’s an indicator of the quality you represent.