In meetings and presentations I often talk about how a brand is only as strong as its weakest impression. As this comment is usually meet with knowing smiles, I am continually astounded when a company allows itself to make a poor first impressions.
Recently, I was driving through an industrial area west of Toronto when I noticed sign hanging off the front of a building. As I slowed to take a closer look, I saw that it was for a firm named Techniweld. According to their website, the company provides the “best quality and value in welding equipment and safety supplies”. So I thought that it was ironic that the letter “N” in their sign was dangling in a way that communicated a message of poor quality and a potentially unsafe working environment to anyone who saw it.