The Role of Visual Branded Content in Building a Brand

What is the Role of Visual Branded Content in Building a Brand?

Did you know that 61% of clients say that they are more likely to purchase from a brand associated with custom visual content? Probably you have heard about the clichéd ‘content is king’ and other common content-related phrases out there. 

Some of them are designed to boost product sales and increase revenue while others are devoted to different things such as education and entertainment. Note that branded visual content is an effective way to bring the aspect of emotion and humanity to your overall business operations. It is about creating the right impression. 

Generally, we are living in an era where branding and the general concept of marketing are in what seems like a constant state of flux. As an increasing number of people continue to block banners, skip ads, and ignore the traditional advertisement methods, startups and even established corporations are forced to rethink the way of getting their message out there. One of the most effective and increasingly popular strategies is the use of visual branded content. 

Sprouting from a generation obsessed with on-demand entertainment viral videos, high-quality photographs, and unique user experiences, visual branded content represents a unique approach to the overall concept of advertising. 

From live videos and sponsored pieces in magazines to podcasts and the growing need of high-quality images in branding, the new type of content strategy is more entertaining and exciting that customers seek it out and even share it widely. Now you understand why you should work with an experienced PR portrait photographer when creating images or taking photographs to be associated with your company

With branded content, according to digital marketing experts, the exact marketing message might be so subtle it’s nearly invisible. However, it is a way for businesses and other non-business organizations to engage with their target audience, improve their reputation, and even create new and lasting relationships. Note that advertising is what the company wants to say, but branded content is what the target audience wants to hear. 

So, what’s the role of branded content? To understand the role of branded content in building a brand, it is important to learn more about the following issues. 

The abundance of information, less meaning

In today’s modern reality of the highly connected, dispersive, and social, economic, and political world, the universal language is collapsing. The relations between different people and groups are mediated by images, and it appears that we keep on reproducing micro spectacles of our lives. We often react to various facts with such haste and eager not to lose different timings of things. However, we tend to run a big risk of getting infected with inaccurate information, 

Fortunately, the more the technology advances, the more humans prevail as advancements in technology intensifies the natural human need for strong emotional connection and probably stories that make us more human. 

Thus, brands need to first choose the truth as a way to impact their target audience before they opt to tell any story. Whenever the brand’s truth in tune with its audience’s truth via humanistic stories, it tends to create value and perhaps take the relationship between the brand and the target audience to an entirely new level. 

This works whenever a brand attempts to camouflage a great moment of sales talk via storytelling in an emotional way. However, this, according to experts, is a classic Trojan horse of marketing that might not stick anymore. 

Generally, there is a big revolution in marketing that happens when your brand puts itself in your target audience’s shoes. Perhaps you are wondering whether or not this is possible. 

Well, it is. A good example is when your brand embraces the commitment to represent your society and try to transform the overall culture as the catalyst of a broad conversation that is less product-oriented and more people-oriented. Therefore, you should focus on telling a relevant story where the hero and protagonist is your target audience. 

The overall concept revolves around finding a perfect balance between your brand purpose and important and true details as your brand story is bigger than your products and humanizes your brand. 

The overall truth lies in the vulnerability

Authentic and original brand narratives that tend to create human identification and establish a lasting emotional connection are the ones in which the narrative is related to humans, based on truth, and created for real people. 

Humanity and the overall integrity of your brand narrative are guaranteed via a vulnerability of the characters mentioned and the overall courage of the brand to successfully provoke meaningful conversations about different people without manipulating the integral elements of the narrative. 

Always remember that branded content is all about relevance, truth, and meaning. Your target audience gets what your brand promises, say, or even do. However, these individuals will never forget what your brand makes them feel. 

Brand Imagery: Choosing the Right Images to Represent Your Company

Brand imagery is not only instrumental in online marketing but also enhances brand uniqueness and recognition offline. Almost every business has images to display to its audience because, through images, clients are able to understand brands perfectly. Even without reading written content, an image alone can trigger interest from customers and drive them to purchase your products. 

Digital marketers post pictures on Facebook timelines, Twitter feeds and Instagram as well as other social platforms. This is because they want to maintain a strong bond with their clients and keep the interaction level at maximum. 

What Constitutes Brand Imagery 

Brand imagery is a collective term that refers to all the brand visuals a business can possibly create. From billboards, signage, printed brochures to social media pages and website photos, all these can be collectively called brand imagery. Keep in mind that these tasks should be handled by an experienced advertising photographer.

Images are not just simple visuals, they stimulate emotions, interests, and feelings from viewers, a term popularly known as ‘brand feeling’. If your imagery can create a positive brand feeling, you will cultivate a lot of sales from your clients. With the repeated display of effective images, you can enhance customer loyalty and trust. Return purchases and referrals will be common. 

Quality of Images to Display 

Images must be of top quality to display your actual brand in a positive manner. Don’t post complex pictures because they will confuse customers and make them have a lot of unanswered questions. Keep your imagery simple, self-explanatory and with a moderated graphic composition.  

Let the imagery display your brand identity and the reason people should trust you. Explain to them how their lives would be transformed if they choose your product. Imagery, as stated above is a collection of different types of visuals. Make sure all visuals are created in a consistent and top quality manner to showcase your brand quality and relevance. 

Brand Imagery and Brand Image 

Brand image refers to the perception, feelings, and opinions that clients have concerning your brand. It plays a key role in reputation building because if people perceive your brand as unreliable and unsatisfactory, your reputation would be bad. Imagery refers to the aesthetic representation of your brand. 

Photos on billboards, signage, websites and social media platforms form the brand imagery. Imagery can shape your brand image but the image is determined by other cardinal factors like product quality, company actions, and customer service provision. Assuming all other business factors are perfect, quality imagery can boost your product image. 

Is Company Logo Different from Brand Imagery

A company logo is a constituent of your brand imagery but it plays a far important role than just aesthetic display. It is like the DNA of your business that when people see it, they easily identify your products. On letterheads, on product packages, on signage and even on products, you will see a logo printed. It enables clients to quickly and easily identify products or brands so that they don’t buy the wrong products. Logos are custom made designs so they are typical to the brand. 

Creating the Best Brand Imagery 

When creating any type of imagery, always contemplate and put into consideration what your clients want. The imagery is not for you, it is for them. Know what can stimulate interest from them. Once you know what your clients want, you can then go ahead and consider competitors.

Make imagery that outdoes your competitors and gives you an upper hand in the market. Colour, composition, typography, and content must be in a perfect relation for your imagery to display your intended message. Learn colour basics so that you know the impact every imagery will have. 

Is Imagery All About Photos and Signage Posts

Many people assume that brand imagery is all about photos or printed materials such as billboards. Photos are common in brand imagery but that does not mean they are the only ones. You can use illustrations. Illustrations are self-explanatory soft copy structures that enable people to understand the message better.

If your audience constitutes of illiterate people, you can use both illustrations and photos to bring out the desired meaning. You can do a pilot study of your imagery to make sure it is what people are looking for before you officially post it on your business pages and platforms. 


Brand imagery can enhance your reputation and build customer trust through regular engagement. Imagery is a form of visual communication that mimics brand feelings and make people inquire about your products or even make purchases. 

When creating your brand imagery, ensure it is perfect, with excellent colour composition and perfect message to your target audience. Your brand’s nature and business goals determine the kind of imagery you should have. With proper imagery, you even boost your brand image and encourage people to make your brand their preference.

London Photo Portfolios is a leading photographic consultancy and branding agency in London helping brands stand out

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