First, you need to think about your target audience. What is important to them? How do you want your target audience to see you? Are they buying other products and services?
The purpose is to convey a mood or message to your audience. The goal of each visual is to support the brand persona. When choosing images for powerful brand imagery, it’s important to address certain characteristics:
- How is the image being used, and what for?
- Does the image build brand value?
- Content needs relate to the brand identity.
- Is the image compelling?
- Images need to reflect expertise, authority, or trust.
- Do other brands use the image?
- The appearance makes the brand look more professional.
Any visual representation of your brand is considered a form of brand imagery. It’s not only important to keep your brand persona in mind, but to also utilize unique imagery to represent your brand. Stock photos, for example, can offer an assortment of high-definition, quality photos, but they are not unique to your brand. While they are a quick and easy way to get the ball rolling, the long-term goal should be to obtain one-of-a-kind, authentic images related to your brand.