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Why does great storytelling make you more likable?

Why does great design make you seem more professional?

Why does an intuitive site make your service seem higher quality?

It’s the same reason we think people with huge social accounts are automatically influential.

→ The Halo Effect ←

Halo, Like Angels and Stuff?

Not quite…

How does it happen?

Our brains are efficient little machines that love to simplify things.

In this case, it uses limited information to make quick and easy judgments about people and things.

Psychologist Daniel Kahneman — author of Thinking, Fast and Slow — tells us that most of our day-to-day decision making is not entirely based on conscious, rational thought.

Why is this powerful?

It’s a common cognitive bias that affects our reasoning and decision-making.

The brain convinces itself of things that seem illogical:

• If he tells great stories, he must be a nice person with interesting hobbies.

• If she has consistent design, she must know how to do business well.

• If they have an intuitive website, they must have quality service.

How to Use The Halo Effect to Your Advantage

1. Position yourself well.

Differentiate yourself.

Be the go-to person for a specific reason — for what you do, how you do it, or why you do it.

Result?

→ You will be seen as an expert or thought leader in your field.

2. Keep clear and consistent messaging.

Communicate your value and tell your story to create a strong emotional connection with your audience.

Make sure your messaging is consistent across all channels.

Result?

→ You will seem more reliable and trustworthy.

3. Have a cohesive and memorable design style.

Keep the same design style across all of your marketing — colours, fonts, patterns, icons, arrows, shadows, imagery, etc.

Build a great user experience — site navigation, social presence, your process, how to hire you, etc.

Result?

→ People will associate you with quality and professionalism.

4. Use an attractive headshot.

Your face is the first thing people see when they visit your page.

And they make instant judgements about your competence, success, influence, and dominance.

Make sure to show your genuine personality.

Result?

→ Depending on your expression, posture, and clothing, you could appear more approachable, trustworthy, competent, or influential.

The Reverse Can Ruin Your Reputation

The halo effect also works in reverse.

One negative trait or experience with you can severely damage your brand.

• Bad graphic design means you’re unprofessional.

• An awkward website means your product sucks.

• Unclear messaging means you’re a headache to work with.

→ It’s way easier to ruin a reputation than to build one.

Maximize the Halo Effect for Your Brand

Maximize the halo effect for your brand by optimizing your positioning, messaging, and design.

Focus on quality, consistency, and authenticity.

Need any guidance?

I help solopreneurs craft strong and memorable brands using a simple, accessible framework.

Contact me on Twitter or LinkedIn and let’s chat.

🤖 Robert

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