How to Choose Your Brand Imagery

All the visuals that characterise your brand’s identity come together to form brand imagery. From billboards to Instagram, websites to print ads, the images that make up your brand imagery can be found in a multitude of places. These photos are more than just pretty pictures; they elicit a response from the viewer (known as “brand sentiments”). This usually happens on an intangible level, with time and frequent exposure creating trust and confidence.

Simply said, you can think of brand imagery to visually connect with a potential client.

Show people who you are, why they should trust you, and how your product will make their life easier or better, whether you’re modern or conventional, simple, or complex, clean, or edgy.

What’s the difference between brand imagery and brand image?

While brand imagery (the visuals you use to visualise your brand) symbolises your brand’s identity through aesthetic look, your brand image relates to how your brand is regarded on the outside and the reputation it has in the world. You can use imagery to help shape your image, but your image is influenced by a variety of factors, including your values, activities, and communication style.

How is brand imagery different than a logo?

A logo, on the other hand, can be seen of as a component of your entire brand image, but it is much more. It’s a symbol or mark that represents your company, and it’s the most important initial step in creating a brand. It’s a logo that can be easily recognised on letterhead, signage, the internet, and even on the products you sell. It is custom-made and must be completely distinct to be easily recognised.

How do you create the best brand imagery for your company?

Consider your ideal client: what is most essential to them? What does their typical day entail? You can find better pictures that your audience will respond to if you can envision that individual and what they want. Recognise and understand your competitors, and attempt to differentiate yourself from them.

Below are 5 tips on what you should consider when choosing your brand’s imagery.

Brand representation

When choosing images it is important that they align with your brand identity, goals, values, tone of voice and convey the message that you would like to communicate.

Emotional connection

Choose images that tell a story and evoke emotion as it is important to create an emotional connection with a prospective client in order to sell your products and services.

Rule of thirds

Use images that have been photographed using the rule of thirds and have lots of open space for good composition. Clean, simple, decluttered images tend to get more engagement than busy images.

Avoiding clichés

Choose images that are authentic and fit well with your concept for your project. Steer clear from “fake handshakes” and “photoshopped bodies” as clients can not identify with those images. Ask yourself, are you able to deliver in the promises that you are making with your images?

Colour matching

It is important to choose images with a similar photography style, scenery, colour and tone in order to create consistency in your brand identity. Consistency is important to grow a trust relationship with your audience.

Searching for the right image can take hours but it’s always worth it for the image that represents your brand, creates an emotional connection, works well with your design, and communicates the message perfectly.

CF Communications offers a full-process graphic design service, from concept to final artwork, from web to print that are truly tailored to meet your brand’s needs. We can create all the design and branding elements you need to provide your business with a professional and unique look and feel, saving you time and money, leaving you to do what you do best.

Find out more.