Whether it’s about humans, products or a companies, people make judgements first and post rationalise them later. As Oscar Wilde and Head & Shoulders Dandruff Shampoo put it; ‘You never get a second chance to make a first impression’. To control the impression you make you need to control the elements that go into creating it.Avoid sending out conflicting signals with elements that aren’t aligned, all the element that makes up a company’s personality need to point in the same direction.THERE ARE THREE BASIC ELEMENTS:1: FONTS. Fonts are like voices, they can sound like Harry Redknapp or Stephen Fry,and it's important you pick the right voice for a brand.E.g. Something feels wrong? Feels right.

2: COLOURS. Colour sets a tone, it creates an instant mood. People already have associations with colour hard wired into them,so it’s useful to use those perceptions. e.g. Red equals danger.E.g. Something feels wrong? Feels right.

3. WORDS. They should come directly from a company’s personality, ‘interesting’ ways of sayingstuff may get in the way of communicating who you really are.E.g. Something feels wrong? Feels right.