What’s Your Visual Voice Saying?
You see it every day. It has a strong impact on your life—how you buy, what you buy. But have you ever thought about how important photography is to brand development?
Think Apple. Most of their advertising online and offline includes a simple, but beautiful, photograph of their products. Sure, Apple designs a beautiful product, so why not display it in a photo. However, to promote that beautifully designed product, high-quality photography helps deliver the brand message.
There are other instances where photography enhances the brand. A recent article in the Boston Globe describes how architectural renderings can make or break mega-developments. Boston developer, Don Chiofaro, used renderings to illustrate the two towers he plans to build along the Boston waterfront. In order to illustrate the placement of the buildings, he hired aerial photographer, Wayne Dion, to photograph the waterfront area from a helicopter.
Professional photography and video production provide highly effective visual messaging, building successful brand development, for all size and level of business. Small manufacturing companies, such as Fourstar Connections in Hudson, Massachusetts, used Wayne Dion’s photography to bring attention and interest to the company’s new website, and a corporate video to demonstrate the company’s re-branding initiatives, offering new product introduction (NPI) and design for manufacturability (DFM) solutions.
Do My Images Support My Brand?
When using photography to boost brand development for your products, ask yourself:
- Does it make your product look great or important or interesting?
- Does it match the quality of the product, or your company?
- Does the image catch your eye, regardless of subject matter?
- Does it make the viewer want to buy it?
- Does it tell a story—your story—without a caption?
We live busy lives, are constantly bombarded with visual content (and options), and have shorter attention tolerances for it all. Your visual message, its impact and influence, can speak loudly to reinforce your brand—and does, if done well. The visual appeal and prospect allure of your brand is as essential to your brand’s success as is your brand’s promise. It is, after all, the symbol of what stands behind it. For other brand considerations and to explore how your company’s brand is performing, check out our Brand Report Card.
