As Media Producers, we know the importance of having a significant yet attractive visual presence.  And although it may seem to be a small part of the overall success of a business, artist or other self-promoter, your image is everything in the digital world.  Most followers and fans never set foot in the same room with those who they follow.  And so, it is imperative that the images that you use to identify yourself online and in print accurately represent your brand.

Many self-promoters make the mistake of underestimating the power of their image.  From logos and branding marks to video clips and product photos, what you associate with your name tells the global community who you are and the quality and/or value of your product or service.

Here is one example.  The clothing chain EXPRESS used this image to sell it’s plaid scarf.  Unfortunately, not only does the image not highlight the sale item, it also associates the scarf with those worn by militants in Afghanistan.  In a global market where tensions exist between nations of people and cultures, this image could be considered offensive to some.

Let’s take a look at one more:

This video, although cleverly designed was named one of the biggest marketing fails of the year.  Why?  Well although some viewers understood that it was inspirational in nature, that is, encouraging individuals to work hard and find their own greatness, others interpreted it as being an opportunity to poke fun at those who are overweight.  And while the video got mixed responses, promotions should be clear, concise and convey a very clear message.

So while it may be convenient or cost-effective to cut corners or slack up with promotions, in the long run it can be very costly to you.  We encourage all promoters and brands to really take time to consider your imaging…and what your imaging says about you.  Because in a digital world, image IS everything.