Photography: Why It’s Essential to Successful Marketing
Align your visuals with your brand.
By Abigail Thorpe
Marketing starts with creating a unique, distinct, and memorable brand. Without a brand to stand behind, your business and marketing efforts aren’t going to make it very far. We all have an idea of what a brand is—typically the word alone conjures up images of Nike, Coca Cola, and Apple—and for good reason. Each of these brands has done an exceptional job defining, building, and sharing their unique brand. To the point everyone recognizes them. But what is a brand?
Blogger and author Seth Godin defines brand as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Author Marty Neumeier deines it by what it is not. “A brand is not a logo. A brand is not an identity. A brand is not a product...a brand is a person’s gut feeling about a product, service, or organization.”
However you define brand, a few things are key: Your brand needs to be consistent, it needs to have a defined style, and it needs to create a connection with your customers. One central aspect of this is the imagery—or photography—you use across your website, brochures and social media.
Don’t just choose imagery that seems to work and move on to the next thing. Consistency in branding is essential, so this extends to your photography as well. Build guidelines for your company imagery, and take the time to define what your company wants to convey, how it can create a connection with your customers, and what you want your brand personality to be.
Once you’ve set these guidelines and created a consistent style, control every aspect of your visuals. Align your visual messaging with what you want customers to feel—but keep it modern and creative. Depending on your product or service, you might be able to take more creative liberties, or you may need to keep it professional and traditional. Either way, make it stand out, and always make sure your visuals align with your brand.
One way to do this is with original photography. Stock photos are cheap, easy and fast, but no matter how good they look, they’ll always be stock photos—they won’t catch your customer’s eye or add individuality to your brand. We’ve all seen them a hundred times—even if it’s not the same photo.
If you’re not sure if your visuals are working, ask your customers. There’s no better way to give your customers what they’re looking for than to ask for their feedback. Tweak and shift your photography as needed to find the right fit, but once you’ve found it, keep it consistent!
Need help defining your company brand and creating visuals that align with it? Rocket Fish Digital is all about making your company stand out—in every way.