Your brand’s visual identity is often the first thing people notice. Whether it’s your website, social media posts, or marketing materials, everything needs to work together seamlessly. A strong, cohesive visual identity is about making sure people recognise, trust and relate to you.
Here’s how to make that happen.
1. Know Who You Are
Your brand has a personality. Maybe you’re bold and energetic, or calm and dependable. Whatever it is, your visual identity needs to reflect it.
Start by thinking about:
- Your colours: Do bright, bold hues fit your brand, or are you more about muted tones and simplicity?
- Your fonts: A sleek sans-serif says modern and minimal, while a classic serif hints at tradition and authority.
- Your imagery: Are you all about showing your people, your products, or your processes?
For example, a luxury hotel might focus on soft, sophisticated tones, while a tech startup might lean into vibrant colours and dynamic images. These choices should feel like you.
2. Keep It Consistent
Consistency is essential. Your audience should recognise your brand across every platform—whether they’re scrolling Instagram, reading your brochure, or browsing your website.
Here’s what that looks like:
- Stick to your core colours and fonts everywhere.
- Use a consistent photographic style—this might mean always opting for natural light or having a uniform editing approach.
- If you’re building a stock library, ensure the photos look like they belong together, even if they’re taken months apart.
When every visual element is aligned, your brand becomes instantly recognisable. And recognition leads to trust.
3. Invest in Bespoke Photography
Stock images are fine, but if you want your brand to feel unique and professional, bespoke photography is the way to go.
With custom photography, you can:
- Showcase your team, your workspace, or your products exactly as they are.
- Create images that align with your brand’s tone and style.
- Avoid that dreaded moment when you see your stock photo on a competitor’s website.
For example, I recently worked with an engineering company to create a library of images for their website and marketing. The result? Everything looks like it belongs together, and more importantly, it feels like them.
4. Tell Your Story
People connect with stories, not sales pitches. And your visuals should tell a story about who you are and what you stand for.
For instance:
- A private equity firm might show their people consulting with clients.
- A boutique agency might focus on candid shots of their team collaborating in a workspace.
Every image should make people feel like they know you before they even meet you.
5. Keep Things Fresh
Visual identities aren’t static. Businesses evolve, trends shift, and your imagery needs to keep up. That doesn’t mean rebranding every year, but it does mean updating your visuals to stay relevant.
Think about:
- Refreshing team photos when you bring on new hires.
- Seasonal updates to keep your marketing feeling timely.
- New shots to show off what’s changed.
- Imagery to reflect the recent projects you’ve worked on,
By keeping your imagery current, you’re telling your audience that your brand is alive, dynamic, and always moving forward.
Final Thoughts
Your visual identity is more than just a logo or a nice website. It’s the face of your business—and it needs to make a lasting impression. If it’s not working as hard as it could, maybe it’s time to rethink your approach.
I’ve helped businesses across London build cohesive, bespoke visual identities through photography. If you’d like to explore how we can elevate yours, I’d love to hear from you.