The other day, I was in line at Starbucks, and I was behind this group of people. Being the avid sociological observer that I am, I was watching them interact. This one women was incredibly vivacious and had an extremely warm aura—even when she was talking about a coworker she disliked, she still seemed to be radiating positivity.

Now, if the world were perfect and personality mattered way more than looks, this woman would have been set. granted, she was attractive in her own right, but the way she presented herself, was well, a little off… the inserts in the soles of her clogs were showing and her clothes fit too tightly and she was wearing pantyhose with runs in them. In no way am I trying to sound catty (or even like I’m the best dressed person in the world), but the point I’m trying to make is that so many brands have their inserts showing, runs in their panty house and ill-fitting clothing. And in a world where first impressions matter—and when first impressions are generally deducted visually—it’s really important to take note in how things are presented.

So many brands are just like that woman; they have amazing products, services and people behind them but that initial visual impression lacks the same gusto as the former. At the Darkly, we understand that the economy is tough and that things are tight (I think it’s safe to say that agencies are probably feeling it a lot more than many other businesses). But if you’re out there looking to be the best your brand can be, it might be time to consider a makeover.

Ask any fashionista, and they’ll tell you, when times are tough, they don’t cut spending on their appearances, they cut spending in other areas (bye couch and television! hello ramen knoodles and a smaller apartment!). Grab your pen and paper and take note from these ladies. Instead of cutting spending on Marketing, cut spending in other areas, such as travel, office supplies and downgrade to a smaller location. Little savings here and there can add up, so you can afford to make an amazing first impression again.