Can you recall the last website you visited that didn’t have a single photo? That was simply all text, with minimal graphics…that was all just reading?
In the past few years photographs have simply become a “must have” item when it comes to marketing our businesses. In fact, these days most websites are at least two thirds photos or video, and only one third text. The rules of visual branding have changed a lot.
No matter where you look, we live in a visual world. Gone are the days when columns of text were expected from a marketing message. These days it’s all about the visuals, and minimal (but impactful) text.
And it’s easy to see why: often a photo can say the things that words simply cannot. We are in an age where it’s simply easier to use photos to tell a story.
What about you and your business? When it comes to your brand image, have you stopped to carefully consider how you use photos in your marketing?
Here’s the question I have for you this July:
Are you using photographs as decoration or to support your message?
Every once in a while you see a website, social media post, blog, or online ad where it’s obvious that the photo was an afterthought; the company clearly thought
“we need some colour or some image here.”
And some bland, perhaps not all that relevant or interesting picture was plopped in the alotted space.
But if you’re building a brand and designing your brand image, photography needs to be carefully thought out and planned. For your message to have real impact it’s important to choose photographs that
- will support explain your message
- help tell your company’s story
- are relevant to specific posts
Cell phone cameras have clearly had a huge impact in the type of photos we take, and the ways we use them. These days the quality of photos from cell phones is simply amazing. But just because it’s a great photo doesn’t mean you should just go ahead and use it in your company’s marketing collateral.
Let’s be realistic: the vast majority of us use at least some of our photos in our social media posts-yes, the business accounts.
Let’s say you were at your cottage last weekend and got some excellent shots of the landscape, boats and swimmers. Sharing that shot of you catching a big fish in your personal Facebook account is one thing; using those photos you took of the marina and fancy boats to “spice up” your homepage is another. Specially is your business has nothing to do with boating.
Your photo choices should complement your marketing efforts. If you’re using them simply because you like them, or you think “they’re cool” then it’s probably time to rethink how you use photography within your brand.
And that’s a conversation I would be happy to have with you.