Re:Frame

Comic Genius.  Caped Karaoke Crusader.  Canon 5D Connoisseur.

Say Hello! to RF Alumni Andrew Hsu of Studio MSV. But don’t take my word for it, check out this 30 second video he created for RF Austin introducing his studio to the crowd.

{Caution: Adult Language Courtesy of Joe Simon}

Now let’s get real : With brides tightening their purse strings this year, many of us are really taking a hard look at our brand presence and finding creative ways to bring in more profits. Having personally watched Andrew’s brand image grow from average to extraordinary {Morning Star Videography = Studio MSV} I thought I’d ask this former video game artist how he was able to evolve and become one of the top studios in the San Francisco Bay Area… the answers may surprise you!

Q: You used to be called Morning Star Videography, why the shift in branding to StudioMSV?

When I first started my business in 2003, it was under a very special set of circumstances. I had been moving around fairly successfully between various video game companies and was pretty pleased with where my career as a 3D artist and art director was taking me. But as we all know, it’s rarely in the fruitful times that we’re tested; it’s always in the lean times that God examines our faith. After a few “Dot-Com Crash”-related layoffs, I decided to start my own company and named it Morning Star Videography to reference the One who helped me through the tough times (Revelation 22:16.) And, like a Phoenix rising out of the ashes, my company was born… [But instead of a Phoenix = it was a Canon XL1S and instead of ashes = it was my couch + Jerry Springer].

In the Winter of 2008, I changed my company name from the excessively multi-syllabic “Morn-ing Star Vid-e-O-graph-y” to the more pronounceable, albeit more cryptic, “Studio MSV” [You electrical-engineering majors who thought "MSV" stood for "maximum safe voltage", you stand corrected.]

I changed my company name for three main reasons:

1. Unless you’re a mouth-breathing, shoulder-mount ‘Omnimovie HQ’-using hobbyist; “videography” is a term that should be used as seldom as possible.
2. Using the term “studio” in my name – without specifying video production – allows my company to be more easily expandable and offer different services.
3. “Studio Hsu” would have been confusing and hard to pronounce for most people.

Q: How has this brand change + new identity impacted your business?

The re-branding and re-launch of my company has been very beneficial for my continued success through this recession. I believe that this year has only been as good as it is because of last year’s marketing and networking efforts.

I think it is a lot easier to associate my current company identity with a high-end product and service than my old company name. Using the term “videography” in my company name sort of handicapped my growth because that term simply doesn’t connote “high end”.

Additionally, the efforts I put into launching my new identity put me in front of some very important eyeballs in the San Francisco wedding scene. Without a rebranding effort, I would not have even tried to be exposed to the people I was exposed to.

I’ve also have many people specifically recognize me because of my logo. Without a recognizable logo, it’s easy to get lost in the sea of “studios” and “productions” and “cinematic films”. On more than one occassion, I’ve handed cards to people who had no idea who I am only to suddenly see their eyes light up and exclaim, “oh YOU’RE Studio MSV! I saw your ad in so-and-so magazine!” Don’t understimate the power of an impactful logo!

Q: Did you make any mistakes with the re-branding process along the way?

When I first started my business, I called it “Morning Star Videography”; falling into the very trap that I just said to avoid.

Learn from my mistake : Once you’ve locked yourself into a niche, it’s hard to work your way out of it.

~ My original logo was a “classier” text-based logo but it lacked a specific “mood”. Text-based logos are generally classier than graphics based logos. Every one of Forbes Top 10 Most Desirable Luxury Brands have logos that are text-based and instantly and entirely recognizable. (Gucci, Chanel, Calvin Klein, etc.) But my old logo didn’t have atmosphere.

My new logo has a certain mystery to it while simultaneously being ostentatious*. That’s the feeling I want my movies to also communicate. So I changed my logo along with my company name and overall brand.

~ Another mistake I made was rushing. I didn’t put proper thought into some of the iterations of my logo because I had to get cards made in time for a networking event. Or I wanted to launch my site just before a bridal fair sends a huge spike in traffic to my site. Take your time to make sure you get the right brand for your company. Don’t rush it.

{Part 2 continues on Thurs…

How To Re-Brand + Canon 5D + Message Boards}

This entry was posted on Tuesday, July 7th, 2009 at 6:00 am and is filed under Re:Frame AUSTIN, Re:Frame Alumni, Tips and Tricks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.