We are in the age of technology.  Anything and everything can be simplified, automated, hacked…choose whatever mot du jour you like but it has created a very dangerous precedent in business.  Don’t get me wrong, I’m all for getting things done more efficiently. If there’s a better way to do something, I’m all ears.  But it can’t replace experience or skill.

We brought on a new upscale bar as a 3D client to help them build their brand and create some visuals around the new space. One day, while we were creating their marketing calendar, I received a Facebook notification that new images had been uploaded to the bar’s business page. Much to my chagrin, the owner had taken some snapshots with his phone and had plastered them all over his business page.

The bar tailored to an upscale clientele. To attract that demographic, you must look the part.  Nothing screams amateur more than a business cutting corners on their marketing by using unprofessional images in their marketing materials. The visual is very, very important in establishing brand identity.  To remedy this, we went in and shot the space. When the client saw the finished product, he said: “Wow, your camera takes way better pictures than mine.” I shook my head in disbelief. I replied “It’s not the camera. It’s me.  I’m a professional photographer. If my images don’t look better than yours, there is something wrong.”

Although I’m certain it was meant to be a compliment, his comment bordered on insulting. But it brings up a very common problem that service professionals face regularly. Someone bought an expensive camera so they now believe they are a photographer. You bring your niece on to manage your PPC campaign because “She spends a lot of time on social media.” A marketing professional has more to their resume than knowing how to use Facebook. 

You hire professionals for their skill because by design they should be better at it than you. Seek out talent to help you grow and nurture your business.  Support it by aligning yourself with talented individuals who are invested in your success and have the skill to bring your vision to fruition. Being the boss means being able to delegate.  

In the age of automation, everyone fancies themselves an expert.  But the simplification of many tasks has created a false equivalency.  It may take more time and effort, but it’s more important than ever to thoroughly vet your staff and any outside agencies you work with to be certain they are really qualified for the task at hand. The saying ‘hire slow, fire fast’ has, even more, relevance today.

We Can Help

3D Studios helps businesses grow their influence and their brands. As a boutique brand management agency, we begin with a thorough analysis of your needs and partner with you to develop and execute a marketing plan that will help you take your business to the next level. To learn more about how 3D Studios can help you, visit us at www.3Dstudios.net or call 914-304-4229.