It’s not what you look at that matters, it’s what you see. – Henry David Thoreau
We’ve all heard of “brand perception.” It’s the way customers see your company, which is not necessarily what you tell them about it. It’s also those intangible things that create an impression in their minds about who you are, how well you know your business, the quality or consistency of your work and how they will be treated as a customer. These along with many other judgments about your company will be made in the blink of an eye while viewing your website, Linkedin profile, or any other marketing pieces you publish. Whether it’s good or bad, we are always making an impression. It’s a wise investment to make it a good one.
We know that images are extremely important in spreading brand awareness through social media. One statistic says that Tweets that include photos and links receive 150% more engagement. We are a visual society and people are much more visually sophisticated today than ever before. It amazes me when I see companies still using websites that were probably built in the 1990’s, with horrendous design and amateurish, outdated photos. There are actually more sites like this out there than you’d think, unwittingly broadcasting a mediocre message to the world. Some might feel they’re too busy to sink time, effort and money into improving and updating their brand perception, but when slow times come, they may wish they had. All that time not spent on putting out a strong message is time lost to the damage done by a weak message. Although it’s easier said than done, when we are busy is when we should be marketing.
We all have our areas of expertise – image makers, designers, builders, etc. We can’t be expert at everything. But we need to put forth quality on every level. The difference between professional and non-professional work is a clear one to our customers, and should be something we underscore in our brand perception.
As we say goodbye to summer and move into a busy fall, this is an ideal time to reexamine our marketing message and consider enhancing the visual component with fresh and compelling new imagery.