Dove Vs Degree — Choosing Deodorant Without A Whiff Of Rationale.
We don’t get to rip the caps off and compare the nice scents before buying, so I won’t ask you to guess how most people decide between Dove, Degree, and the countless other deodorants. But yes, it comes down to branding.
A recent survey by Invesp found that 46% of shoppers buy because of branding. I shamelessly admit my choice for deodorant is the Ultra-clear Black & White Degree - shown in the image - and I have been using that same kind for over 10 years because of the branding that mentions two pain points I have experienced.
This grounds us in a truism: that when humans need to make buying decisions, we cannot escape the way our human brain and gut work together to process information.
For that reason, branding becomes the tie-breaker when quality is equal because it:
Shapes perception – Consistent brand presentation increases revenue by 33% (source: Lucidpress). For lawyers and consultants, this means a clear mission statement backed by a modern, polished website and well-designed materials to give the impression of competence and clarity. For solo practicioners and smaller firms, professional photography of the people running the business will capitalize on what many of their prospective clients are looking for - personal attention. These impressions—whether the first website visit, an organic impressions from a social post, or a proposal document—shape perceptions of your capabilities, and how you approach your work. Is your firm something you live and breathe, or is it something you manage because everybody needs to work?
Creates emotional connection – 71% of consumers say they’re more likely to buy from a brand they feel emotionally connected to (Sprout Social). For service professionals, this emotional pull comes from visuals and messaging that both reflect their values and speak directly to client in a way that resonates. Beyond your company voice, showcasing your team, community involvement, or success stories helps build these connections on an emotional level.
Builds trust – 81% of consumers need to trust a brand before making a purchase (Edelman). Many boutique firms rely heavily on word of mouth, forgetting that you cannot track word of mouth, and therefore you only see it when it works in your favor. A well constructed brand voice and appearance—from your logo, business cards, website and copy - signals that you take your work and your clients seriously, because it all fits together. Having a business that feels polished ensures that word of mouth, while impossible to track, will always lead prospects to something you are proud of, while they compare you against the other options they may have also heard about or seen online.
Attracts clients who are already aligned – Strong branding filters out unqualified leads and draws in clients who are predisposed to work with you. The clearer your branding, the more you attract the right kind of client—those who value your expertise, share your values, and are ready to engage.
Creates advocates who become the best source of advertising – 92% of consumers trust recommendations from people they know (Nielsen), A clear, professional brand makes it easier for others to explain and recommend your firm. Without defining your brand, it becomes real work (salesperson work) to explain why you are the best choice. Testimonials, case studies, and word-of-mouth referrals become more effective when the message they share is consistent with the brand identify you created (this lawyer takes time to understand your concerns, or the consultants at this firm approach problem solving in a way that made my complicated problems much more simple to turnaround).
The title of this article references deodorant, because it clearly demonstrates the power of branding in helping buyers make their decision.
Your prospective clients are overwhelmed with choice. There are over 1.3 million licensed attorneys in the U.S. (ABA) and tens of thousands of consulting firms. Many of these competitors are highly qualified and capable. In this sea of options, branding becomes the differentiator.
It’s not just about messaging or values; visual branding—the polished website, refined headshots, and clean layouts—sends an immediate signal about your professionalism and attention to detail. A clean, organized brand presentation suggests that the work you deliver will also be clear, thorough, and reliable.
For solo attorneys and boutique consultancies, the lesson is clear: a polished brand presentation—sleek website, consistent color scheme, professional photos—helps you stand out and conveys credibility. According to Stanford’s Web Credibility Research, 75% of consumers admit to making judgments about a company’s credibility based on its website design.
Your website isn’t just a digital brochure. It’s a reflection of how you work. If your site is clear, user-friendly, and professionally designed, it tells potential clients that your work will also be well-structured, thorough, and efficient. Conversely, a cluttered or outdated site sends the opposite message.
In today’s competitive landscape, clients aren’t just buying expertise—they’re buying confidence. They need to trust that you’ll deliver what you promise. They need to feel that you understand their problems and have the tools to solve them. And they need to believe that working with you will be a smooth, stress-free experience.
Branding—both visual and verbal—creates that assurance, and opens the door for you to prove yourself. The more specifically you can package your value, the more your client feels like you get them. The clearer and more polished your brand, the easier it becomes for them to justify spending money with you rather than with a competitor who may be equally skilled but doesn’t present their value as effectively.
That’s why the biggest firms—and the fastest-growing solo practices—invest so much in branding. It’s not just a luxury. It’s a signal of professionalism, pride, and clarity.
So whether you’re just getting off the ground, or years into your practice, it’s never too late to take a good look at your branding, because this is where the future of your marketing, advertising, and messaging stems from.
