I'm going to tackle the opposite end of the coin -- why you need to have strong branding (what we in the "biz" call visual identity) in the first place. (And if you don't, why you need to get on doing it pronto.) It's not just to make your stuff look pretty -- it is, put bluntly, to make you more money. Think of her article as part 1 and this one as part 2.

So. Why are pretty pictures so important? And what makes them better than what you had or what your pal with Photoshop whipped up for you?

Well first, you need to put yourself in your customer's shoes. Your image is the very first thing the client sees. Before they even read your materials, before they pick up the phone and call you, before they engage you in any way -- the first thing they see is your logo. If done correctly, it should project a positive image of your company. An effective branding radiates stability and authority.

This is why simple logos tend to rule the roost. They communicate stability and authority. The more detail you attempt to cram in there dilutes your message. Think about it this way: think of a person who tries to oversell you on something. They talk too fast, inundate you with information and statistics that may or not be relevant to you, and may attempt to dominate a conversation. Subconsciously, we view these behaviours as grasping for straws. Even though they may well be an authority and the right person for the job, the IMAGE they project is certainly not confident (at best), and desperate (at worst). Since we unconsciously judge in this way, we pass on them.

Move on to the quiet person that we choose to call. They are friendly and confident, yet we are the ones that pursue them. They don't bend for us. This creates an impression of authority -- they don't really feel the need to pursue. This radiates confidence. Now, the person may be less qualified than our eager beaver example. He might disappoint, but he's the one that gets you to cut him a cheque. That is who you want to be.

Now, of course, once you get the cheque, you don't want to disappoint. But that is up to you. However, now you've got yourself in the door. Suddenly that couple of K you threw at that logo makes a lot more sense, doesn't it?

Lesson #1: You are indeed judged on your look. Fair? No, not really. But, it's not all bad. See, just as easily as something that looks cheap can scare a client away, so too can attractive design pull a client in closer.

Think about it -- would you prefer to eat a nameless blob vaguely resembling a sandwich by someone that hasn't taken a bath in six months? Or a 5 star meal? Now, put the smelly nameless blob right next to the haute couture. Now replace one of them with your competition. You are now being compared and nobody has even written anything yet.

Got your attention, haven't I? Interesting how a frame of reference can out things into perspective.

And it doesn't just go for logos and design, either.

I am seeing a lot of sites (major technology forums no less, and even city newspaper sites!) that post video.  The video is wobbly, the sound atrocious, and generally very unprofessional even if the site is slick. We've seen this in Ottawa as well. They could have called a production company (yes, perhaps like us) and for maybe 2 or 3 k at worst (or a few hundred depending on complexity) they could have had a properly lit, slick, professional quality video to embed complete with graphics.

By taking the shortcut and saving a few hundred bucks, you actually cost yourself more in the long run. Perhaps 10-15 years ago I could see it when a company had to mortgage a small island to afford video production, but the barrier of entry has lowered. Many of our staff here at Skycron spent many years at companies like CTV, CBC, Disney (really!) and other companies. In short: you're getting a lot of experience, with a personal touch, without breaking the bank. Take advantage of it!

Part 2 of this series of articles will go into more detail about how to approach getting your identity set up and how to pick a design firm and production house for your content.

And it isn't one of those things you should be hiring your nephew for a few hundred bucks. Best to pay a professional and have it done correctly.

This article spells it out nicely.

http://www.onehourmarketing.com/public/210.cfm

With over 50 of combined advertising experience at SKYCRON, give us a shout today. There's never been a better time.

"May 3, 2011

"As Artistic Director of Puppets Up! International Puppet Festival, it was our pleasure to work with Cory Carlick and his crew on the production of a 30 second spot for our event. I found him to be capable and creative and the spot was used very successfully as a TV commercial and on our website.

"Cory and his team videotaped many hours of the activities that take place at out festival. This footage is extremely useful to us for current promotional purposes and as an archival source for future planning. The Skycron team were more than generous with their time while keeping us within budget.

"My partners and I continue to be impressed with the understanding Cory has for up to the minute/state-of-the-art video technology. He knows all the tricks of the trade and can provide a professional quality production while employing a small and efficient crew.

"Cory will be again associated with Puppets Up! in 2011 and we're looking forward to working with him again.

"Respectfully,
Noreen Young."

http://www.downtownalmonte.ca/

Our commercial has also been embedded in the Baskin Robbins website and their Facebook viral marketing page as well. Here are the direct links:

Baskinrobbins.ca
Facebook.com/BaskinRobbinsCanada