Picture Perfect: Using Images to Enhance a Brand

Katrina KlierGlobal 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

Images and Image Style Help Identify a Brand

Sourced from public data for presentation only

Options for Imagery

Custom

Stock

CGI

• Brand specific, unique• Flexible design

• Easy product placement• Flexible design post hoc

• Cost efficient• Fast

• Expensive• Lots of up front planning

• Tech expertise• Works best for products

• Generic Imagery• No design flexibility

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

Custom

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

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

CGI

IkeaPHOTO MODEL

Source: http://online.wsj.com/news/articles/SB10000872396390444508504577595414031195148

Ikea’s catalogue is full of complex composition imagery and rendered 12% of its content virtually in 2012. In 2013 they targeted 25%.

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

Stock

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

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

Social Media – Style Still Matters

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

Social Media image Website image

Source: - used for presentation only:http://www.dazeddigital.com/fashion/article/17830/1/nicola-formichetti-x-nick-knight

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.

If employees are posting images to your corporate channels, make sure they have guidelines.

Thank You!