Does your current brand visual campaign undermine your brand’s authenticity?
Brand visuals are the cornerstone of a brand’s identity.
It is my stance that you cannot build a brand visual campaign utilizing stock imagery, especially when they should depict your target audience. Stock images featuring a person(s) in brand visual campaigns undermine the uniqueness and ownership of a brand’s identity. As a brand-maker, that makes me shudder. Time and time again I have seen brand campaigns featuring photos of the intended target audience in one journal and consequently the exact same image utilized for another brand or service.
Authentic: Wasn’t that the word of 2023?
In the age of authenticity, utilizing stock imagery depicting a person as a main brand image in your campaign seems counterintuitive. How can you be authentic if you’re using a stock image that was created without any knowledge of your brand? I know that feels like a leap in thinking.
It’s perposterous to think that models hired to be photographed for the sole purpose of your brand’s position also use your brand…and that is a point well taken. But still, not enough to sway me! Regardless, a brand visual starts with a unique concept that articulates the brand positioning. A concept that is uniquely stated for the brand, and part of that concept is the brand visual. Hence, that very fact makes it erroneous to consider utilizing a stock image that your brand does not own one hundred percent.
Original photography is just for your brand
An Art Director or Creative Director tailors original photography to convey a specific message, embedding the brand’s values in every pose and facial nuance. Unique visuals help forge an emotional connection with your audience, building trust and loyalty, and creating a stronger coherent narrative. More importantly, it allows the photograph to be 100% what you need it to be. Many times, when utilizing stock imagery, there are hours of digital imaging required to make it just so – just right.
Planning can extend the duration of the Brand Visual
Original Photography also allows you to create your own library of images that provide you with the added value of utilizing images of the same person, strengthening the brand identity with every piece. This further cements the brand visual in the hearts and minds of consumers. Additionally, original photography can provide you with an array of options within the same concept for the brand visual extending the duration of the brand campaign.
I get budgets are real…and so they should be.
Budget constraints are a real issue, and duly noted. When launching a brand, budgets should include the development of original content. This content includes taglines, communications messaging, concept development, and brand visual development. Photography is a huge part of a brand’s content and should be factored in.
When to use stock imagery?
There is definitely value in utilizing stock imagery. For example, photos of landscape scenes, the universe, the moon, the stars, the oceans and the sky. I always implore my team to “make it the brand’s own” by digitalizing it, adding colour or a blend of filters that truly make it unique. It’s also good to use stock images for less critical content while reserving budget for custom visuals in key campaigns.
Lastly, I’ll ask you to chime in. I am sure you have seen an image in a brand campaign and noticed the same image used by a completely different brand? How did that make you feel about the originality and authenticity of those brands?