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professional services marketing

How to improve your brand recall through images

Posted by Vanessa Reside on Thu, Aug 17, 2017

How to improve your brand recall through imagesIn the fast paced and highly visual world we live, recognisable, trustworthy and meaningful visuals have a huge impact on your firm’s brand.

People don’t always have time to stop and read about your firm; they want to know who you are at first glance. They snack on your stories and information, wanting instant knowledge of your message.

Research indicates that people recall 80 percent of what they see and hear, compared to just 20 percent of what they read and hear. It has also been noted that articles containing relevant images have 94 percent more total views than articles without images.

This is highlighted by the success of sites like Instagram, Facebook, Snapchat and Pinterest. People love images and visual content. They are more emotional than text and have become an essential part of marketing.

Here we offer some suggestions on how to improve your brand recall through images.

  1. Create a visual identity that supports your brand
    Your firm’s visual identity needs to support your brand personality, letting your stakeholders know what you stand for. When you create your firm’s visual identity, you will be deciding upon the key elements of the brand, including the firm’s logo/s, colours, typography, stationery and the written word. If your visual identity is consistent, the brand recall will be easy.

    imageseven’s Visual Identity Program is an eight to ten week program designed to create your new visual identity or re-define your existing visual identity. You can find out more here.

  2. Encourage your firm’s staff to follow the visual style guide
    Consistency leads to recognition and helps to build a brand’s status. A firm’s visual style guide should be used as a reference tool by all employees and suppliers. Encourage your employees to refer to the style guide on a regular basis. Eventually, it will become second nature. 

  3. Use your brand logo and be consistent
    Is your firm’s logo consistent on your website, email signatures, social media accounts, communications, signage, advertisements, publications and merchandise?

    Always ensure your documentation/marketing material is branded with the up-to-date brand logo in the correct format and style. Consistency is key and will be appreciated by your stakeholders and beyond.

    “It’s important that the content that you share consistently speaks to your core brand values. Find an aesthetic and identity that defines your brand and stick to it.” – Joe Kennedy, director of contemporary art gallery and successful start-up, Unit London.

  4. Infographics
    Infographics offer a bright and colourful way to display information using your firm’s colours and style guide. They are an easy, eye catching and effective method of communicating with your stakeholders and will be absorbed more effectively than plain text. Using infographics in conjunction with your firm’s logo will allow stronger brand recall and message absorption for your stakeholders and beyond. 

  5. Choose a photography style and stick to it
    Having a consistent style of photography can do wonders for your brand personality. Ensure you use a reputable and recommended photographer and be specific about the ‘mood’ you are looking for. If possible, use the same photographer on a regular basis, keeping your visuals up-to-date and in line with your brand identity. Find out more in our blog – How to manage a successful photoshoot.

  6. Make your message easy to interpret with minimal effort
    With professional photography that represents your firm’s brand identity and the consistent use of your visual style guide and firm’s logo, your message should become easy to interpret with minimal effort. With excellent visuals, your written message can be minimal. Give your stakeholders what they want in the simplest way possible - visuals.

Grabbing the attention of your firm’s stakeholders can be easy when you attach visuals to your messages, regardless of the platform. As long as your visuals are branded appropriately. If this is the case, your firm’s brand recall will be easy!

To learn more about visual content marketing and how to improve your brand recall through images, download this complimentary visual identity program ebook:

Visual Identity Program

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This blog was written by Vanessa Reside

 

Topics: B2B, Social media, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Social media marketing, Professional services marketing, PSM, Digital communication trends, Content marketing