Using photography to create your visual identity

A strong visual identity is an essential aspect of branding, yet when you think of a ‘brand’, most people automatically think of logos, colour palettes and catchy strap lines; rather than photography. Here Cherry Beesley of Simply C Photography explains why great photos are crucial to a great brand.

It’s true I am a commercial photographer so of course I would suggest imagery is the most important aspect of a brand, but let me explain why this really is the case.

The human mind responds to and processes visual data far better than any other type of data, including words – 60,000 times faster in fact! Just think back to every holiday or family photo you own, and remember the warm memories and feelings that come flooding back as you look at them. That kind of power is hard to beat.

Use photography to create emotion

Holiday companies understand exactly how this works; with carefully chosen imagery of sun, fun and smiling faces creating that ‘want’, that ‘need’ even, to fly off and enjoy a well-earned break. So why would this concept be any different when it comes to commercial imagery of a product or even a building?

Let your images do the selling

My job is to guide clients towards the look and feel that will not only resonate with their target audience but be truly reflective of their brand values – and ultimately translate into better business.

Perhaps one of the best ways for me to demonstrate this process is through my recent work with a new high end luxury fashion brand Stoned & Waisted – a stunning range of bespoke jewellery and belts, alongside a sister company producing a quality range of dog coats, beds, leads and collars.

The owner, Rachel, came to me for help in bringing her luxury products to life through creative imagery that would do justice to their quality and style.

Far from your standard ‘product photo’, each image tells a story about the brand – setting the scene, drawing you in, and enabling you to visualise each product in your home, your hand or on your person.

Achieving visual consistency

Key to this style of photography is consistency. It was important for Stone & Waisted’s new imagery to become a recognisable part of their brand – easily identifiable across all mediums.

Alongside styling the shoot and ensuring that each image would appeal directly to the target audiences’ lifestyle, likes and values, I also needed to keep in mind their intended use.

These images had to be suitable for large print (look out for them at the Burleigh Horse Trials!), newspaper and magazine advertising, Point-Of-Sale, direct mail and of course, on their website and social media channels.

Across all uses there can be no doubt that the products you are viewing are Stone & Waisted – this is just one of the reasons it pays to instruct a commercial photographer who won’t simply ‘take photos’, but work with you on the bigger picture.

It’s also why I recommend an integrative approach to commercial photography – working with both the client and wider marketing teams to ensure that all images actively support the brand rather than detract from it.

I hope that by talking you through this project candidly, I have given you some idea of how commercial photography can be used to both create and enhance a brand’s identity.

Would you like to discuss how create commercial photography can help cement your brand? Get in touch with Cherry via her website.