A brand is a complex organism. This is part nine in a series of articles in which we examine a successful brand's component parts.

Elements of a Successful Brand 9:
Imagery

In the 1990s, Italian clothing merchant Benetton attracted a lot of attention for its worldwide ad campaign that featured provocative photos—none of which had anything to do with their products. Graphic images that included mating horses, a nun and priest kissing, and a white baby being nursed by a black woman were chosen for their irreverence rather than their relevance. Over time, this affinity for the outrageous came to define the Benetton brand.

To a great extent, we come to understand the world through our eyes. Imagery can shape the way we experience a business — images can set a tone, drive expectations, or set a firm apart from the field.

Brand Images at Work
In the poorly differentiated field of law firms, for instance, Womble Carlyle Sandridge & Rice has created an iconic identity around a bulldog named Winston. First introduced in a 1996 ad, the dog has come to symbolize the firm's determination to fight for its clients. More than an advertising gimmick, the bulldog has become an integral part of the firm's identity, appearing as an avatar on the firm's website and marketing materials. What Mr. Peanut, Betty Crocker, and the Keebler Elves have done for their respective consumer products, Winston the bulldog has done for a highly respected professional service firm.

Images, however, don't always have to be the stars of a brand. They can play a supporting role. Virginia-based Beers + Cutler recently unveiled new branding that features photography of actual employees. While not a groundbreaking approach, their imagery supports the proposition that their people are the drivers of their success. The images help elevate Beers + Cutler above a sea of firms that forego the expense and risk (employees leave firms, after all) of custom photography.

Picking an Approach
When selecting imagery for your firm, consider what role you want it to play. Will it set a striking visual tone? Will it differentiate you? Will it reveal your firm's personality? Will it support your messaging?

And when it comes to the type of imagery you choose, you have a number of options to consider: photos vs. illustration, representational vs. abstract, conceptual vs. literal, stock vs. custom. In general, the more you are willing to spend on imagery, the more unique your brand will feel. If, however, you opt for low-cost stock imagery, at least try to take a different approach from your competitors. A brand that says nothing new is a wasted investment.

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