Did you know your brand‘s image is different from your brand imagery.
And No! The difference isn’t the ‘ry’.
In fact, your brand‘s imagery plays a huge role in building your brand image. Don’t be confused, we’ll explain in a bit but before we do, let’s talk about our feelings. Brands like it when we get emotional. :D
As we go through our day, we’re constantly being bombarded with content images both offline and online and we can’t help but notice most of it. We love,hate, and sometimes quickly wish we could get rid of some.Only to realize there is more where it came from. All these images that harass or caress our eyeballs help us identify and differentiate brands beyond just their logos, brand colors and product displays. They also influence our purchasing decisions on deep emotional levels subconsciously and we don’t even realize it.
A lot of brands tell stories everyday. Most of them probably tell a lie but we believe them anyways. This is because of the kind of imagery they push in order to sell the brand‘s image to the consumer.These images have strict guidelines and always have to fall under the brand’s identity system. The apple logo on it’s own doesn’t scream expensive and classy. Nike shoes presented to you won’t make you the best sports man(if you suck,you suck). And there’s absolutely no evidence that Coca Cola actually makes you happy. You probably couldn’t tell it apart from Pepsi if you had a blind taste test. But people strongly believe these messages because brands have been able to successfully paint a picture that deeply resonates with it’s customers who eventually become believers and preachers of their messages.
We want you to do this simple exercise; the next time you’re about to choose between two products which are similar in nature, ask yourself why you’re choosing one brand over the other. After you’ve answered that, ask a follow up question to find out if you actually tested ‘the theory’ before concluding.
Everything we’ve been illustrating in this piece so far explains one thing. The effective use of imagery helps a brand to carve an image (perception) in the minds of its intended audience and innocent bystanders. Whatever that image is, you have the chance to paint a picture and tell your story. Your messaging can be on point but poor use of imagery may be your downfall. Good use of imagery also helps differentiate your brand and makes you more identifiable beyond just your logo and your product.
One of our favorite rebrand case studies would have to be the spotify rebrand. It didn’t change much about the logo and primary color but only added up to it by overhauling the brand’s imagery from head to toe. They even went a step further to develop a special software for it and it definitely did put the brand on another level. How cool is that? You can read more on that HERE,
We’ve been painting pictures in our first five paragraphs so how about we tell you how we can help you tug at people’s heartstrings. What will you term as your brand imagery?
This basically consists of everything visual about your brand and how you can use images to tell your story or convey a message. This includes your logo, a color palette, typography(fonts), type of images(illustrations, photographs), the content ,tone of voice, brand behavior as well as any other visual brand touchpoint your audience will interact with or come across.
In deciding what all these would look like, you need to look at these three things; The perception you want to create in people’s minds, what is important to your audience, and the feeling you want to elicit from your audience. Once these things are figured out, we can now go ahead and paint a pretty picture that solidifies or redefines your brand’s image (which is basically how your brand is seen in the consumer's world)
Thanks for taking the time to take a sneak at some of our wild thoughts. Do come back next week if you loved this. If you didn’t, still come back. You’d love that one.