Imagery: What it says about your brand

A camera rests next to a laptop on top of a wooden desk.

A picture is worth 1,000 words…

Cliche, right? We’ve heard this saying countless of times, but what does this mean and why do we care? How does this relate to branding and marketing?
When we talk about brand strategy we consider multiple different aspects that make up a visual identity; The finite details are what can either make or break the visual connection you make with your audience. At 834, we spend countless hours researching and defining your brand’s personality, goals and values. Then, we strategically plan how those items need to be conveyed to your targeted publics, so you are perceived correctly and your presence is impactful.
A major part of what we do as marketers, creatives, strategists and more, involves putting ourselves in the mind of the consumer. You have a very limited time to make a connection with an audience, which is why every piece that makes up your communication tools needs to be ‘on point.’ Similar to the way we analyze words (their connotation, cultural or historical representation, tone, attitude, personality), we analyze visual elements. Imagery, along with fonts, color, styles, symbols and layouts, are used to create a visual message that defines a brand.

Photography strategy

As a part of the branding process, our creative team develops a photography strategy that aligns imagery with other brand goals. Strong photography strategy has the power to reinforce a cohesive visual identity and communicate powerful messages. It’s easy to forget that photography is a form of art. Details we don’t think about when looking at a magazine spread, or a hero image on a website. Details such as lighting, composition, content and specific editing methods all contribute to a concise, consistent visual direction. Strategic, well-done photography also enhances legitimacy and credibility which helps build a trusting relationship between your brand and your publics.
Using photography as your message is incredibly important and greatly effects the impression you make upon your viewer, especially throughout varying mediums. For example, we have to consider how quickly the average person scrolls through social media feeds, or how quickly first impressions are made when visiting a new website. Your imagery needs to be straight to the point, concise and needs to communicate a story accurately, even at initial glance. Imagery gives us power that other means of information cannot.

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