How Can We Be More Appealing?

What Photos Should You Use to Represent The Business?

Many of our clients struggle with this question too. It’s a common question when building a service based brand.

Brand imagery is often overlooked (especially with very cerebral businesses like advisory, finance or consulting.)

The magic here is that:
Imagery makes your service TANGIBLE.

Why Is Brand Imagery Important?

Let’s face it—your target market doesn’t really understand what you do. It’s not their job to dive deep into your expertise. Instead, it’s your job to connect with them on multiple levels: rationally, visually, and experientially.

If you’re not speaking to more than one sense in your communications, you are missing out on brand engagement.

In NLP they tell you that we see the world and make decisions based on our five senses. And each person’s profile is different. So, ask yourself:

• If your audience primarily rationalises the world, are you telling them what they need to know?
• If they primarily see the world, are you showing them what they need to see?

And so on.

Balancing Rational & Emotional Communication

Some of our clients are deep, deep experts in their field (= 5-star rationalists). They’re brilliant at writing all the reasons why their service makes sense.

But this is only using one sense and connecting with potentially only one fifth of their whole audience segment!

A highly rational communication strategy – whether intentional or not – can alienate and even intimidate your audience. Don’t jargon it up to sound smart, it leaves your audience feeling confused, not impressed.

If you’re a consultant with deep knowledge, do not neglect the power of leveraging the other senses in your marketing – visual, auditory, and even kinaesthetic – to create deeper connections.

This is how you deeply engage, and attract more of the clients you want.

Build a decent library of imagery, video, graphics and headlines to connect deeper and USE THEM to expand your brand engagement.