Branding Photos Need to Make Sense for YOUR Brand
Branding photos need to make sense for YOUR brand.
Every touch point from archetype, to social media captions to website copy, to visual elements to include brand art, design, color palettes, and ultimately photo and video should be a cohesive body of work telling the same story. How the best companies in the world tell their story is through visual media.
A company’s photos should be a visual culmination of each of the brand’s identity, core values, and their target audiences desires (hint this desire is rooted in identity as well)
The Disconnect Between Brand Identity and Messaging
I often see a disconnect in a brand’s desired identity with the message that they are selling to their audience. This results in brand incongruence meaning that potential clients are confused and their brain immediately triggers signals of doubt and distrust.
There are 3 main principles a company needs to nail if they want to foster trust and confidence in their audience.
#1 The Principle of Identity
Everything and more of what we discussed above, get this wrong, everything else crumbles. Identity is what writes a company’s SOP for how they move and interact with their audience. In this principle, both the company’s and the consumer's desired identity must align.
#2 The Principle of Value
This is the main question that consumers ask themselves. It is a deeply personal question that is based on their culture, socioeconomic status, current market economics, core values, and both perceived and aspirational identity.
#3 The Principle of Predictability
This begs the question “Am I going to actually get the experience that this company or person is selling?” This is why consumers (including you the person reading this) search for reviews, analyze long bodies of work, and subconsciously seek consistency through visual and social proof. A purchase cannot be completed if a consumer does not feel safe-it might sound silly but we are talking subconscious, evolutionary triggers that need to be addressed whether you recognize it or not.
How Brand Consistency Supports the Customer Journey
If there is a break in this chain, there will be a break in the clients purchasing journey. Now someone can loop through this multiple times before deciding “yes this company is for me.” or “I do not have the proof necessary to move forward with this purchase.” In a perfect world, a client's journey is linear and swift but an incredible amount of factors- both internal and external determine how they move through this process.
A cohesive brand is how a customer confidently moves forward. It is on a brand and their team to build the back end to make this happen, it’s mine and my team’s responsibility to get you the visuals that accurately support your brand’s identity.
Why Every Branding Session Starts With Strategy
This is why every branding session includes an in-depth consult where we solidify a person or company’s identity, values, and goals. Why do we send a lengthy questionnaire or ask a ton of questions to make sure that we are not just creating cookie cutter imagery that is going to get lost or ignored.
But this is where things get tricky as a branding and visual marketing studio. The success of a visual campaign relies on the client having a general understanding of both their identity and target market. We can’t make something out of nothing or form an entire identity that will not be supported in the day to day activities of the company we are creating visuals for. I have 11 years of studying consumer psychology under my belt, and I have built a fantastic network of professionals who understand the principles outlined above.
You're Investing in More Than Photos
You are not buying photos, you’re investing in visual media and the 11 years of experience that will coach you through the process of strengthening your brand’s identity.
You’re not hiring a girl to post on your IG. You are extending your marketing team by hiring a professional who is devoted to understanding ever changing algorithms and creates cohesive visuals for your brand.
You’re not “getting videos done” you’re working with a cinematographer who can show case your company and brand with highly professional and attention capturing media.
Take Your Company's Marketing to the Next Level
Powerful, result driven marketing relies on captivating imagery and a cohesive brand presence. That requires more than a show up and shoot mini event on a set that 20 other people have used. If you wanted mediocre, you wouldn't have built a business that now requires what you are seeking from us. With hundreds of customers and 11 years in business, we are here to take your company’s marketing to the next level.