Benefits of Photography as a Unique Brand Asset

Photography is an often over-looked asset within a brand identity. Especially now we can all take images on our phones and source fairly decent stock imagery for free, not to mention generate imagery with AI, it is becoming ever-easier to take photography for granted.

But creating unique brand photography can benefit your brand in several ways, from encouraging brand stand-out and further communicating the brand story, to deepening the emotional connection, instilling trust and aiding brand recognition. It really is an important tool in your kit to building an effective brand.

Communicate the brand story

The communication of the brand story through photography will enhance and bolster the other elements of the brand identity ensuring that it is cohesive and understood, deepening the emotional connection with consumers.

Dove, for example, use photography to further communicate their brand purpose with campaigns such as Real Women, Real Beauty (2004) and more recently, Let’s Change Beauty (2024) driving their commitment to body positivity, inclusivity and self esteem.

In 2004, the Real Women, Real Beauty campaign was remarked as a disruptor within the industry yet it still provides the foundation of their photography styling today.

Enhance brand recognition

A unique photography style used consistently with the associated brand assets will enhance brand recognition. The increased brand recognition will encourage better recall of the brand ensuring it is top of consumers’ minds.

Veuve Clicquot, in their campaign Good Day Sunshine, use their iconic yellow to ensure their photography is ownable and related to their packaging design, whilst further communicating their brand values of positivity, optimism and new possibilities.

Instil Trust

High quality photography instils trust communicating the brand as reputable with a high quality product or service. In food and personal care categories the photography can also increase taste/scent appeal, enabling the consumer to buy further into the product.

Deepen the emotional connection

Photography can encourage an emotional reaction through the imagery itself, which can deepen the emotional connection that the brand has with consumers.

Lurpak, for example, used close up, action photography to enhance the visceral nature and enthusiasm of home cooks in their latest campaign with Alex Telfer.

Alex Telfer - https://alextelfer.com/lurpak

Stand out from competitors

Unique photography styling will enable a brand to stand out from competitors, further strengthening the brand’s unique positioning and aiding memorability. Used consistently, unique brand photography can be a powerful and effective tool in your brand identity.

Photography is an important asset

In creating the right photography for our brand, we can create a unique brand asset that continues to tell the brand story, instil trust and deepen the emotional connection with consumers, whether the logo is there or not. Photography that is a unique style can really stand out from competitors and enhance memorability of the brand increasing the brand’s chances of success.