brand imagery
5.16.2006

It's true, a picture is really worth a thousand words. Imagery communicates up to 400 times faster than words and speaks in a way text alone cannot. The right imagery will create an instant emotional connection. Over time, a strong and cohesive brand will build in the minds of your audience.

Building a library of imagery that speaks to your audience is crucial, so, how is it done? Start with your brand guidelines - logo, type, color palette, and visual standards - then follow our checklist.

Brand Imagery Checklist:

• Identify your target viewer. Executives, housewives, urban professionals, etc.
• What types of imagery capture the attention of your audience? Consider lighting, mood, setting, etc.
• Define your primary competitors imagery. What makes their imagery distinct?
• Compile your imagery needs for the next year. Advertising, marketing collateral, internet, etc.

Once parameters are defined through research, an imagery library can be built from stock and/or custom photography or illustrations. Your library of ready-to-use imagery will reside in a digital asset management system for easy company-wide use. Successful companies are utilizing this system. It provides consistency to help build the connection between you and your customers.