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Develop the Best Pictures of Your Brand

Tristan Anwyn

November 03, 2015

Are you making the best use of images in your small business? If you want to make an impact on your customers, choosing and using the right images is vital.

Whether you're putting together flyers, building your website, or getting active on social media, images can make a difference.

So just why are images so important for your small business? And how can you choose the best ones?

Images Make an Impact

Simply put, images make an impact.

For example, marketing expert Jeff Bullas estimates that articles with images get 94% more total views than use that don't- that kind of statistic can't be overlooked.

Images evoke a reaction in your customers, stirring emotions and helping create desire. Images also tell a story, giving your customers an instant feel for your brand and your message.

Pictures also help explain concepts.

If you have information you want to impart, try adding an image or using an infographic instead.

Your customers see a lot of marketing messages every day.

By using the right images, you can make your messages stand out, grabbing their attention. But just what are the right images?

Choosing the Right Images

The article "It's national photo month: Do you know where your photos are?" points out that we're expected to take more than a trillion photos in 2015. That's a lot of images.

So out of the sea of images available online, how do you choose the right ones?

Always ask yourself what the image you're choosing says about your brand, and what story it tells to your customers.

Think carefully about the first impression each image will be making on your behalf.

Creating an Impression of Your Brand

Whether you want to portray your brand as fun-loving, trustworthy, innovative or traditional, opt for images that evoke that feeling. 

For example, if your small business sells sports gear, think about images that will show your brand as active, athletic and reliable.

Images of customers using your gear are great of course. You could also use pictures of the great outdoors just begging to be climbed, swum, and explored.

The best images will forge an impression that makes customers want to do business with you.

Choose Images That Encourage a Reaction

The aim of an image is to encourage your customers to read on, click to see more, or pause to find out what you have to say. That means choosing images that evoke a reaction.

Look for images that are both interesting and inviting - after all, you don't want to scare your customers away. Think carefully about where your images are going to be placed, and the reaction you want the viewer to have.

Say for example you're sending out a brochure for health insurance.

A picture of a healthy, happy family playing together will evoke the sense of happiness and security you want your customers to feel.

Choose Your Source Carefully

There are a lot of pictures out there - make sure you choose ones you can legally use. Many a brand has grabbed an image from Google or elsewhere without realizing they're infringing copyright.

Look for pictures you have permission to use. There are plenty of stock photography sites out there. Some offer pictures for free, while others will charge you a fee for using the images.

Using a reputable stock site means you can rest assured the images are legitimately yours to use.

Images give your small business brand visual appeal.

Grab your customers' attention with high-quality images that look great and create the desired impression of your brand.

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