It’s all in the branding… why you should ALWAYS judge a book by its cover

July 17, 2019

Reading Time: 2 minutes

Yes, we know. Since time began, since you were just a little kid, we’ve always been taught to ‘never judge a book by its cover’, why? Because it’s what’s on the inside that counts, don’t judge based purely on what you see… well, we’re here to say ignore all that. It’s a nice sentiment, but it’s not reality. That’s not really what’s going in the real world – especially when it comes to your branding.  Your business is being judged by its cover – it’s being judged as soon as a person sees it, and based on that first visual alone they are immediately deciding what to expect from you – who you are, what quality to expect, how good you are, how cheap or expensive you are.

And do you know what…. You do it too.

So as a business, you only have a snapshot to make an impression and be memorable in today’s marketing noise, so based on everything we know about marketing and brand strategy – it’s Marketing 101 – make decisions as though you are always being judged by your cover.

Covers mean everything

Your brand image matters right from the start, it’s your first impression, just like when you walk through a door – people are sizing you up. Your potential customers are sizing you up, your brand is an immediate reflection of your business. When that’s good and aligns with their needs, wants and expectations… only then will they choose to start a conversation with you, and if not, you’ve got a lot more work to do before scoring that customer.


  1. Your brand makes you recognisable – it sets expectations and helps people become more comfortable interacting with you.
  2. Builds trust – a trustworthy brand forms an emotional connection with consumers, which develops into long-lasting relationships.
  3. Competitive edge – that first impression is what differentiates your brand and makes you stand out.
  4. Gets you the right customers – do you want every customer or just the right ones? A misaligned brand could bring in lots of business, but is it the right business? Is it the kind of business and customer you want? Remember, quality over quantity can count.

A strong brand is not just the tip of the iceberg, it tells your story and communicates your personality. Remember you don’t need to completely overhaul and rebrand, sometimes it’s the small steps and continual improvement that can help you stay competitive and relevant in a crowded market. Keeping your core, but continuously tweaking the fringe.

Always judge a book by its cover…

Because everybody is judging, whether you like it or not.

That’s why at ninetyblack, we sell great ‘covers’ – from complete brand development to logo design to web presence driven by the user experience.  Whether you need a brand refresh or just some advice, call in for a coffee and have a chat to our creative team.