Chances are you've spent time coming up with a logo and a website and maybe social media profiles for your business. You may have even crafted a message you want to communicate to your audience. Do the images you’re using in your marketing materials reflect that message?
Think about it this way: If you’re proposing on a project and you’re in a must-win situation, do you have the right images to make an impression?
Reality check time—for a lot of A/E/C firms, the answer is no.
If the visuals you're using don't support the message you're trying to communicate, it causes a disconnect with your audience. It’s even worse if they contradict what you’re saying. That leads to a breakdown in trust and can be a big problem for your business.
For example, let's say you're a construction company who talks about quality workmanship...but you show snapshots of your projects instead of professional photographs. Does that really project an image of quality? Why should anyone believe you if you don’t take the time to get quality images of your projects?
As a business charging a premium for your services, you absolutely need to invest in your imagery.
Think about the brands you use every day…what attracted you to them? Was it the quality of products or services? The vibe they project? What they stand for?
Now think about the brands you don't use...what turned you off about them? Low quality product? Bad advertising?
In the age of social media and the rapid ways we take in information, your image means everything. Why should people spend money with you versus your competitor? If it's only because price, you'll never stand up against the behemoths in the industry.
But if it’s too hard for your audience to determine the strengths you bring to the table, you won't survive either. That's where image and branding come in. That's where great quality visuals come in.
Are you projecting an image that attracts the clients you want?