Anyone who says, “Looks don’t matter,” is a liar

Lately, I’ve been having a series of mini-epiphanies. I think I’ve finally heard the same sage advice enough times from enough people for it to really sink in. Or perhaps I needed to experience it from the client/customer perspective to really “get it.”

Look the part.

Over the weekend, I treated my mom and myself to a spa day, courtesy of a Groupon I purchased awhile back. We spent over three hours getting a manicure/pedicure, a one-hour massage and a mini facial. The services were fantastic – but the staff were sloppily dressed and there was an avalanche of dirty towels piled in the massage room. The glass was smudged with dirty fingerprints. There were scuff marks on the wall. These details made me question whether I would return and pay full price for the services. The salon just didn’t “feel” high end.

I was reminded that it is more than just the quality of work that matters to your clients/customers. It is a multi-dimensional brand experience— what you wear, your hair/makeup, how clean your workplace is, etc. — all of it is a reflection of you and your business. It all factors into the customer’s perception of your brand.

Perhaps the salon owner was running late that morning, and didn’t have much time to put herself together. But the black stretch pants, baggy black t-shirt and Ugg boots basically said, “I don’t care.” At least, that’s what it said to me. The pile of dirty towels? Ditto. A neglected website or blog says the same thing, just in a virtual “workplace.” Your inaction sends a powerful message — “I don’t care.” And, if you don’t care about your business, why should anyone else?

Danielle Baird
Danielle Baird

With over a decade of experience, Danielle is a solution-driven creative with a logical mind. If you want to uplevel your brand, Danielle is ready to walk that path with you. After working with online entrepreneurs, small business owners, and some big corporations over the past decade, Danielle is on a mission to empower entrepreneurs to take design into their own hands.

  • Laurette Feyen says:

    I was just searching for this information for a while. After six hours of continuous Googleing, finally I got it in your website. I wonder what’s the lack of Google strategy that don’t rank this type of informative websites in top of the list. Usually the top websites are full of garbage.

  • […] I mentioned in Monday’s post (“Anyone who says, ‘Looks don’t matter,’ is a liar”), my mom and I went to a spa last weekend. During my massage, the massage therapist and I were […]