There is a certain level of perception that comes along with brand photography. It can even be considered an art form if it is done properly. By understanding that level of perception, branding photography can be a viable weapon in the battle of developing your brand. So, with that in mind, let’s go through our battle strategy to make your battle a victory.
1. The Power of Visual Identity
The first step in our strategy is understanding the power of having a visual identity at your disposal. Visual identity puts a face to the name. Now, of course, you must determine the style you’re going for, the colors you use to identify your brand, and a number of other minute details that create your brand identity in your audience’s mind. For example, everyone can recognize the identity that a company like Walmart has with its consumer-friendly, mass market appeal, and a catchy slogan, “Save Money, Live Better”. Their use of colors also builds their public persona, using a soft color match of blue and yellow. When people see that logo, no one has any doubt what they are looking at but Walmart. Unless you’ve seen that image that compares Walmart’s logo to that of the Galactic Empire’s from Star Wars, then you may have some thoughts.
2. Importance of Professional Imagery
Now that I’ve introduced the concept of visual identity, it’s time to introduce the importance of professional imagery. A DIY image can take you far, but after a certain amount of time, it gives the impression of a weak identity and a lack of professionalism. Professional image shows that you are taking time, effort, and investment in your brand and its development. The largest benefit of professional imagery is the marketing tool it becomes. It is something you can put on display on your website, your social media, and even advertisements, which makes it one of the most volatile components of your arsenal.
3. The Psychology Behind Branding Photography
As I have mentioned, there is an art to this endeavor. The art lies in the psychology of it all. With everything there is a psychological component to it. Visual imagery always garners a response from the viewer, leaving an impression on their perception and potentially in their memory. Of course, with the average person’s attention span becoming shorter, a place in their short-term memory is high value territory. Striking a nerve with their emotions is the most advantageous position you can take. A component of it is the use of color psychology. You know how I mentioned Walmart earlier? Their use of blue and yellow is not simply a random factor in their brand, but a well strategized concept; blue is typically associated with calmness, stability, and productivity in its lighter hues, while yellow can derive warmth, energy, and attention. Considering Walmart is one of the largest and last companies with mass market appeal, I’d say they are doing pretty well.
4. The Impact of Brand Perception
Branding photography can be used as a powerful tool that can shape and impact your audience’s opinions. At the end of the day, that’s all we can hope to do is leave a positive impression of our work and hope that maybe we can work together again. Consistency is crucial with impacting your audience, a form of mental construction for your audience. But that also plays a part in the visuals you present, namely showing the story of your brand. Because if you are consistent with your persona, you are setting the foundation for a perception of trust. Of course, it is up to you to follow through on any promises you make your audience, because people will remember if you fall short. People are quick to forget the good things your brand has done, but they tend to remember your failures.
5. Trends and Innovation in Branding
In the ongoing battle to build your brand, there are always advancements in the branding field. Experimentation is the key to innovation and sometimes that innovation is what can set your brand apart from the rest. Using your audience to your advantage is a crucial element of branding. Getting their ideas, their perceptions, of your brand can make all the difference in its development. People crave connections with their favorite brands, especially through social media, which has become increasingly less social as the years have carried on. While I am not a staunch advocate for the use of artificial intelligence, using applications such as ChatGPT for inspiration is a very useful tool; a sort of sounding board if you will, providing you are short on like-minded individuals.
The first thing to remember is no strategy ever survives first contact. If you have to re-evaluate or rebrand, that is totally fine. But having this foundation to work upon will be crucial in the battle that lies ahead. I have no doubt that if you’re reading this, you are invested in your brand and its development. I hope that you glean something worthwhile that you consider going forward. It’s not a how-to manual, but it’s a good place to start. I hope to have added something to your branding strategy and that you have an excellent day.
Warmest regards,
Logan Clark