Have you ever pulled a carton of milk out of the fridge only to see the date on it has expired? Then, I can only assume, you gave it a sniff because we all know the dates on these things are off by a week or two. If it smells a little off you throw it out. If it smells okay you might take a chance on it but even then you’ll probably toss it just in case.
Consumers and service buyers use the sniff test everyday. You’re probably using the sniff test right now.
Think about when a customer goes to your web site and they see something that looks ancient. Right then they’ll be giving you a sniff test – and you’ll fail. Same goes for all of your other marketing materials.
Of course the opposite is true for something that looks, feels and sounds new. People will scrutinize you less. Think about how many people, smartly or not, buy a new home without an inspection? These same people won’t think about buying an older home even for a second.
Give your brand a sniff, what do you smell?