You know how to protect yourself from identity theft. You don’t use your Social Security number as your password, and you tell your clients how to keep their personal information safe. But are you protecting your professional identity?
At IMS, we spend a lot of time creating professional identities for our clients. The font type that you use in your print materials, the colors of your website, even the graphics that you see on your website and social media sites are all part of your professional identity.
Maybe you met a nice person at a networking event who is a graphic designer and she wants to help you create a new identity. Or maybe you were spending some relaxing time visiting competitor websites and saw something that you liked. It can happen to anyone – suddenly you want to make a change to the graphic identity that you’ve had, and there’s an easy and fast way to do it. The graphic designer emails you a new logo or you find a free stock image that comes really close to the artwork you saw on another attorney’s website.
That’s when things get a little confusing for your clients and prospects.
Your clients are used to seeing one set of illustrations or photos on your website. It changes – and they aren’t sure if they are in the right place. Especially since the image on your mobile site or on your social media websites is the same as it used to be!
Prospects wonder why there are different logos – are you a referral law firm? Are you different law firms?
“Cognitive dissonance” is the term used to describe inconsistencies in behavior that don’t reflect beliefs or perceptions. It’s confusing and leads to a feeling of discomfort. That’s what happens to your website visitors if they arrive at your website and things are not quite right. They aren’t even aware of it on a conscious level – but they are uncomfortable and they will not pick up the phone to call if they are uncomfortable.
This is exactly what happens when your professional graphic identity is not consistent.
We can help.
If you are hankering for a change, just ask us!
Whether you work with the IMS graphic design team or you have an outside source, we’ll make sure that the roll out is consistent with your overall identity to avoid confusion and cognitive dissonance!