In today’s world, we are constantly exposed to imagery; be it from the feed on your social media platforms or the branded billboard advertisements that lace the streets.
Wherever you look around, imagery isn’t far away. And, there's no denying that it has become a crucial element to business success.
Making sure the imagery you put out reflects your brand is essential. It tells people who you are and what you do.
We all know that imagery can be an emotional tool. And so, it can be used to connect with customers on a different level. As humans, we respond better to visuals, so if a brand gets the visuals right, the rewards can speak for themselves.
So, what exactly is brand imagery? It can be defined as the tangible or intangible elements that a consumer associates with a brand.
It relates to the five senses: from the scent, to the taste, the feel of the packaging, the sounds and the visuals relating to your brand.
If you’re sat there wondering how you can work on this… you’re in luck – we’ve got some brand imagery tips for you:
As we said earlier, when you get brand imagery right, it effectively acts as an opportunity.
- The opportunity to communicate your brand to your target audience
- The opportunity to connect with them on an emotional level
- The opportunity to make your brand stand out against its industry competitors
Think Apple. Clear, crisp imagery. A loyal customer base, willing to queue for hours, even days for the latest piece of technology.
Apple advertisements are recognisable without the logo having to be there. They have developed this over time, and it is undeniably powerful.
The brand has embedded the elements of sophistication and technological functioning, with a placement to the fashion conscious.
How a business presents itself shapes the way the audience perceives them.
And, as we all know, perception is reality…
Once a customer has pictured you in a certain way, and has created a set of beliefs about you, it is very hard to change this. So, first impressions count!
Is there a difference between brand image and brand imagery?
Yes, they sound similar, but the impact on the brand is different.
Brand image is the way your brand is perceived. It’s the all-important reputation. It’s the overall impression by existing and potential customers. Imagery can make up part of this, but it goes together with other factors.
A brand image takes time to build, through campaigns and communications i.e. packaging and price points.
You need to think about what you want your imagery to say about you. Are you a quality brand sourcing high-end materials?
Are you a professional, corporate brand?
Maybe you’re a brand that wants its personality to shine through.
The imagery you use will help in creating this perception.
Do you know your audience?
If you don’t know who your target audience is, then how can you create imagery with them in mind? How will you know what works for them and what doesn’t? Their interests and dislikes?
If you get this wrong, then your target audience will likely be heading to your competitors, and we don’t want that.
So, to understand your customer, why don’t you think about who your ideal customer is. Do some market research and find out who is interested in your products or services.
Find out what they’re income is, or where they’re likely to be located.
To truly connect with your audience, you need an understanding of this.
To understand the type of imagery that works well for your audience, you can run some tests.
Try posting images with a text caption, a plain image, a gif or a video. Do some trial runs to see what form of imagery gets the most engagement?
From this you can be more effective in creating your imagery.
You can also look at what your competitors are doing. What is working for them, and what isn’t – you might be able to save yourself some time and effort by looking at this!
Now that you’ve discovered what works for your audience, after running some tests, and finding out more about them, you can create a theme.
The best brands do this – it makes your brand easily recognisable among the constant flow of imagery. For example, using the same colour palette across all platforms, creating imagery that uses the same font and placement, or editing your photos in the same way.
Creativity is the key to content success
How can you make your content stand out against the competition?
Think about showing your product with different backgrounds (change up the location, the perspective, think outside the box), link with trends, and experiment with using video to showcase your business.
Work on creating a visual style that is coherent across all channels, and your brand will shine.
Finding what works for your brand will increase brand engagement and develop your brand identity.
At Adventure Digital, we love working with brands to achieve powerful imagery.
We’ve helped our clients through branding workshops, and photoshoots.
The truth is, we’re passionate about helping businesses connect with their target audience.
If you feel we could help you with your branding, please feel free to drop us an email – email@example.com
So, as I’m sure you are all aware by now, Instagram is testing a new version of the platform whereby ‘likes’ will no longer be shown. Adam Mosseri, the Head of Instagram says the change aims to make the platform a “less pressurised environment” in order to make Instagram feel less “like a competition”.
It’s been two months since I began working for Adventure Digital, and what a two months it’s been! It was always my goal to work in a digital role and to finally be in a position I love is a great feeling.