Good images create a great image: Photos gain key role in branding

Ever since Wal-Mart burst onto the retail scene in 1962, it has been a juggernaut of discount shopping. So how is it that in 2002 Target crept out from beneath Wal-Mart’s formidable shadow to become the second largest discount retailer in the United States?

Image, as is often said, is everything.

In 1999, Target began to reposition itself as an upscale discount chain with its “sign of the times” campaign and a flashy new image to match. Customers began to feel a connection to Target, as though it were a hidden secret. There, they could decorate their homes, fill their closets and stock their pantries with trendy, modern, expensive-looking items —- all at Wal-Mart prices.

New ads featured kaleidoscope-like pictures of bright, shiny products and vibrant, happy people. Today, the company has associated its brand so successfully with these images that they have become as iconic as the red Target logo.

Target’s re-branding effort is an example of how companies can maintain —- and even grow —- their market share in 2009. And many companies are taking note and feeling hope.

In a recent survey of brand leaders from Fortune 500 companies conducted earlier this year at the Argyle Leadership Forum in New York City, nearly 80 percent of respondents felt the current recession will persist. Nonetheless 41 percent expect their brand to maintain share, and a whopping 47 percent expect to grow share this year.

How? By featuring their most affordable products and services in custom photography and digital assets to help define their brand and refresh their image.

Starbucks’ introduction of VIA instant coffee is one innovative example of the power of custom photography. With new ads that will create what CEO Howard Schultz has described as “brand sparks” visualizing low price and high quality, plus an archive of VIA images for use in marketing materials and to drive consumer connection. Many other companies are following suit, because when the messaging is right, visual imagery is the most immediate and compelling communication tactic. But in order to secure buy-in from executives and decision makers, custom photography’s ROI must be measurable.

Measuring success

One important measurement is consistency. By developing their own digital image assets, companies can control all aspects of their photographs and build a consistent association with consumers, who connect a style of photography, model, location, cropping, focus and more, with a particular brand.

When Coca-Cola wanted to revamp its brand with the “open happiness” campaign, it created an image archive on its Web site. When HartmanBaldwin Design/Build wanted to rebrand its company, it invested in high-end photography, says marketing manager Karla J. Rodriguez. “The change and reception has been phenomenal with a significant increase in Web traffic.” Since then, past clients have since reached out to congratulate them on staying fresh, and the company has received several new inquiries.

Adds Wendy Tenenberg, vice president of communications at Organic to Go, “We treasure our ability to create custom photos because we are able to truly control and manifest what we imagine our brand to be.” And that drives results you can measure.

Turn to the experts

Though developing an image library is no small feat, it needn’t be a daunting task. When W.L. Gore, makers of the popular Gore-Tex technology, wanted to create a custom photography archive, they wisely turned to a company that specializes in just that. Andy Feld, enterprise brand leader at W.L. Gore, recognized that “visually representing our brand to customers will be important as we plan our marketing activities in the coming year. We want to create positive visual association with our brand.”

Because custom photography companies specialize in developing image assets, they can streamline the process and make it extremely cost-effective. As a result, brand managers can allocate their time and resources to other projects.

While the economy will continue to bedevil us all, savvy marketers will seize the opportunity to improve their position in the market by investing in their brand. And by leveraging the expertise of companies that can help streamline the process, they can make a big splash without draining their budget.

> OnRequest Images’ Carla Stratfold brings more than 20 years of experience building and growing businesses. Stratfold is based in Seattle.