Creating a relatable brand that depicts your company values takes time and energy. The last thing you want to do is compromise all that hard work by creating marketing with inconsistent or off-brand images.
Luckily, there are a few simple considerations that will help you avoid a branding disaster and pick the best images for your company. Those considerations come from key aspects of your brand identity.
Make sure you evaluate every image by:
- Brand Relevancy
- The Embedded Message
- Appeal & Values
Brand Relevancy
First and foremost – remember your brand strategy, and ensure that your images fit into your brand. Their look and feel should be consistent with the brand messaging in your other marketing materials.
For example, if you are a small farm-to-table restaurant who promotes working with local food producers, choose images that express a local, neighborhood-friendly feel.
Embedded Messages
“A picture’s worth 1,000 words.” Every image you choose is sending a message to your audience. And sometimes, images say more than words. Using images gives you the ability to express intangible aspects of your brand.
For example, if you’re a premium chocolatier, you can say that your chocolates are “lucious, high-quality, chocolates,” or you can use an image of ooey-gooey caramel chocolates taken at an upscale party. By using an image, you are giving your audience a relatable message that each chocolate is a luxurious indulgence.
Appeal & Values
Who is your target market, and what appeals to them? For example, are they a high-energy group or are they looking for relaxation? Your images should appeal to your audience and elicit an emotional connection.
For example, if you’re an eco-focused consulting agency that helps restaurants cut food waste, you might look for images that illustrate acts of conservation and consciousness.
Interested in exploring your brand opportunities and how you can make the most of every marketing piece? Check out Craveity’s comprehensive services and branding packages today!
