Photography is a must in your branding toolkit. Here's why...
Photography has the unique power of taking consumers on a visual journey that sparks their curiosity and interest in a brand. This is because through photography, customers can witness your store, your products, and your services in a way that feels realistic and relatable. Not to mention, everyone wants to feel like they have the inside scoop, and photographs can act as a window into the inner-workings of your business's most glorious products and services. Instead of merely reading about the wonders of your company or pondering what your abstract logo equates to in terms of products and services, consumers have the opportunity to witness realistic depictions of who your company is and what you do.
Essentially, photographs take the confusion out of the branding process.
This allows potential customers to picture themselves using your products or benefiting from your services.
While words and graphics surely aid in establishing your brand voice and essence, photography wins the hearts of your ideal consumer by painting a clear and realistic picture of what your brand can do for them.
Consumers are more likely to imagine themselves interacting with your product and service when they can visualize exactly what it is you do.
In this article, we’ll be diving into three ways that photography can be used to take your brand to the next level.
1. Make a Stellar Social Media Feed
Taking and sharing photographs is now more popular than it has been in all of history. Instagram has 1 billion monthly active users. Facebook has 2.41 billion. It’s no wonder that the most successful companies are leveraging the power of social media to reach their ideal customers and gather unique insights about their lives and aspirations.
Are you ever scrolling through Instagram and come across a jaw-dropping account that stops you in your tracks? It seems like all of their photos flow so nicely from one to the next. The colors and filters are stunning, and the company’s offerings seem impeccably clear.
That my friend is the power of intentional, on-brand photography.
A cohesive, photo-rich feed (whether it be on Facebook, Instagram, Pinterest, etc.), will entice your customers to learn more. Facebook marketers that use visuals in their promotion notice 37% more engagement than text-only posts. Similarly, Twitter marketers notice an increase of 50% more retweets when their posts contain visuals.
2. Increase the time consumers spend on your site
Effective websites have relevant, on-brand photography throughout. This is for good reason. Text-centric websites are naturally inferior to their photo-centric friends. The human affinity for photos becomes particularly evident after reading the following statistics:
Articles with images get 94% more views than their picture-less counterparts. (Looks like we’ve got our bases covered!)
Photographs help customers understand. Did you know people follow visual instructions 323% better than text instructions?
3. Win customers over with a clear, relatable message
Photos have the ability to invoke an infinite amount of emotional responses in an audience.
More specifically, the photographic style, lighting, background, and composition of an image all affect the way that a consumer views your company.
Dark and moody photography with dramatic lighting might be perfect for a high-end restaurant trying to appeal to a sophisticated audience. The same type of photo would be entirely ineffective in another setting. Imagine an ice-cream parlor that specializes in kid’s birthday parties having such an intense tone.
Light and airy photographs, on the contrary, might be used for a feminine skincare line that emphasizes the simplicity of their product and the quality of their feminine, floral scents. Such images wouldn’t work at all for a sportswear company that sells football gear.
Essentially, choosing a photographic style that is most relevant to your company’s offerings will serve your business by sending a crystal clear message to potential customers about what they can expect if they purchase from you.
Photography is a powerful asset when it comes to crafting a strong brand identity that your consumers find engaging, relevant, and fun. Whether you use it to amplify your Instagram, encourage visitors to peruse your site for longer, or clarify your brand’s objectives, photography is a transformative tool in the branding realm and beyond.