POWERFULLY
COMMUNICATE THROUGH
PHOTO
AND
MOTION
RULES TO LIVE BY
Every brand needs to create and use visuals that seduce, transport and speak directly
to their varied audiences. Yet many companies in the hospitality industry tend to
use very similar imagery, making it difficult for consumers to viscerally connect and
differentiate one brand from another.
Defining your brand at the deepest level provides the foundation to develop
meaningful imagery for use across all of your communication touchpoints. It is one
of the most significant tools available to bring and maintain your brand authentically
and successfully in the marketplace, particularly as research statistics show that
consumers are unlikely to connect with your visuals until they have seen them at
least three times. With that in mind, proprietary imagery that expresses your peak
attributes and personality has a much greater ability to create a potent emotional
environment that stimulates consumer engagement.
I’ve assigned thousands of image-based projects, stills, motion pieces and films over
the years, and I always find that the more you know about your subject, the better
the outcome. Educating yourself and following some simple rules for image creation
will always support your business in creating and maintaining a strong relationship
with your customers.
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