Compelling visual identity and distinctive ways to be "top of mind" are particularly important for a new show, an emerging creative team/performer, or a theatre company without extensive brand recognition. To stand out in a highly saturated market, it is not enough to have created a terrific piece of art or a brilliant vision, you must also:

> Build a following and develop audience through word of mouth.
> Capture the attention of producers and potential investors.
> Establish differentiation in competitions and festivals.
> Maximize the potential to sell tickets in performances you fund yourself.

In the nascent stages of getting your work produced, it is most often the element done on the cheap, if at all. Razor sharp branding and clever marketing strategy doesn't have to be expensive, but it must be effective. You only have a split second to tell your story visually. Do it right and you build ongoing points of distinction that set you apart.