Picture Perfect - Using Images to Enhance a Brand

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Images can make or break how your brand connects with customers, influencers, media and more. Using images well is a blend of art and science. Here's some ideas to help you out.

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Picture Perfect - Using Images to Enhance a Brand

  1. 1. Picture Perfect: Using Images to Enhance a Brand Katrina Klier Global Managing Director Accenture, Digital Marketing @KatrinaKlier As included in PR University’s Webinar: Advanced Visual Marketing and PR Boot Camp http://www.bulldogreporter.com/advanced-visual-marketing
  2. 2. Images and Image Style Help Identify a Brand Sourced from public data for presentation only
  3. 3. Options for Imagery • Brand specific, unique • Flexible design • Easy product placement • Flexible design post hoc • Cost efficient • Fast Custom • Expensive • Lots of up front planning CGI • Tech expertise • Works best for products Stock • Generic Imagery • No design flexibility
  4. 4. Custom Things to Consider • Create unique, identifiable images that build emotional connections to your brand • Create differentiated looks through lighting, color, staging and styling • Negotiate licensing wisely – publicity, collateral, advertising • Planning is critical • Clear communications are vital
  5. 5. Accenture • Image is part of the story and anchors the message. • Custom images create differentiation for the brand and message. • Custom images can be combined with photoshopping or CGI work for further differentiation and refinement. Source http://www.accenture.com/us-en/company/overview/advertising/Pages/brand-airport-advertising.aspx
  6. 6. CGI Things to Consider • Create composite images that convey a specific mood or connection • Requires more technical photography and imagery composition skills • Allows for flexibility in composition post hoc • Can be more cost effective for large, complex projects involving images with many independent components
  7. 7. PHOTO Ikea Ikea’s catalogue is full of complex composition imagery and rendered 12% of its content virtually in 2012. In 2013 they targeted 25%. Source: http://online.wsj.com/news/articles/SB10000872396390444508504577595414031195148 MODEL
  8. 8. Stock Things to Consider • Fast to buy and use; know exactly what you’re buying • Tends to include contemporary and generic images so less flexibility in design • Know your usage model so you can buy the correct license • Valuable for general imagery needs vs. product or service specific needs
  9. 9. Cityscapes and general architectural images are easy to find as good quality stock photos. Crowd or general background imagery, especially with a motion blur are also candidates for stock photos
  10. 10. Images and SEO • Images can benefit or detract from your SEO • SEO is part of web and other digital design so your images should factor in during the design phase • To help search engines understand what message your images convey: – Put Alt-tags on images – Use descriptive file names
  11. 11. Social Media – Style Still Matters Social Media image Source: http://www.buzzfeed.com/rachelzarrell/someone-needs-to-tell-martha-stewart-her-food-tweets-are-dis http://www.marthastewart.com/1047309/seared-rib-eye-steak-smashed-potatoes Website image
  12. 12. Great social media images are less about the device used (phone, camera, etc.) and more about knowing how to use that device effectively to capture the qualities of your brand in various situations. Source: - used for presentation only: http://www.dazeddigital.com/fashion/article/17830/1/nicola-formichetti-x-nick-knight If employees are posting images to your corporate channels, make sure they have guidelines.
  13. 13. Thank You!

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