The Importance of a Strong Visual Brand with Catalog

Imagine this…

You’re doing some online shopping and as you scroll, you realize that there are no images. For each item, there are detailed descriptions, but absolutely no pictures to give you an idea of what you’re buying. What did you end up purchasing? I’d take it so far as to assume that there is a HIGH chance that you won’t buy anything from that website. Not only does good imagery completely change any type of experience, but it is especially vital in the digital world.

From a brand perspective…

…it is essential to tell a continuous and inspiring story across platforms and social media. Although blogging is my side business, I’m actually employed full time in communications and public relations where a brand’s image is critical to the success of their campaigns, sales and overall perception. Back in Atlanta, I worked for a hospitality, food and lifestyle PR firm where our main job was to make our clients LOOK good. One of my favorite accounts was a luxury hotel brand and I could often be found on-site shadowing the pastry chef to get that perfect shot for Instagram. In today’s digital climate, it’s not enough to simply HAVE an Instagram account or a website. It should be visually stunning, intuitive and user-friendly. As the production value of these platforms continues to rise, the consumer is becoming more judgmental of products or accounts that fail to reach these standards.

Furthermore, these channels should be viewed as far more than just a NECESSITY, but rather an OPPORTUNITY to share more about your brand’s vision and story. It can be hard to convey personality over the internet, but your imagery does just that. We are a visual society and in case you weren’t aware, social media is no longer just a place for spitting out an endless stream of content. It is an entire world full of strategic opportunities for brand discovery. With the evolution of features such as geotags and hashtags, people are being exposed to brands in different and organic ways. In fact, almost all of my friends have admitted to me that they will look up a restaurant’s social pages or website to check it out before actually visiting.

Why?

Because in today’s world, the digital presence of an organization tends to be viewed as an indicator of their quality or “trendiness.” Quality and cohesive imagery, then, is one of the most effective tools for communicating a message to customers, sharing an inspiring brand story and instilling overall interest in who YOU are.

Unfortunately, as a brand, you may not necessarily have the resources or budget to invest in the content creation side of things in-house, particularly if you are a small or newer brand. As a result, it can be difficult to maintain a steady stream of content for website, social media and other marketing materials. In my experience as both a content creator as well as working on the brand side of things, I’ve recently discovered Catalog, an online platform that can solve the often-costly process of creating original content in an incredibly timely manner. The end result of this is beautifully curated content that actively contributes to your brand story and perception. It’s also a wonderfully affordable option for brands who need custom content quickly and consistently.

The thing I love about Catalog is the option to secure all of the photos that your brand needs without losing creative control.

Click here to learn more about Catalog.

From a creator perspective…

…I’ve also found Catalog to be a great option for freelancers, photographers, graphic designers, etc. who are looking for opportunities to work with these types of brands. In my spare time, I also work as a freelance photographer in the DC area. I’ve done shoots for local hotels, restaurants, fashion bloggers, fitness studios and weddings. My goal for these types of projects is to create dynamic visual content that the company can utilize on a variety of platforms.

While it may sound like a simple task, there is so much planning and design that goes into each one of my projects and shoots. For example, I recently shot a newly-released menu for a local farm-to-table restaurant in downtown DC. When you see the final image, what you don’t see is me hauling around giant whiteboards to use as flatlay backgrounds, setting up each of the dishes, props and hand models in the correct places. You don’t see me spending evenings uploading, selecting and editing images to deliver to the client.

As a blogger, I’ve also discovered that creating good content takes WORK. I spend obscene amounts of time researching shoot locations, styling clothing, brainstorming and purchasing props, then driving around to locations to actually SHOOT. A simple flatlay may take me days of purchasing various items to make an appealing combination of things that my audience will love. Again, this doesn’t include the uploading and editing that makes everything appear cohesive on an Instagram feed.

Catalog provides a unique opportunity to use your creative passions and talents to create content for brands looking to step up their visual game.

Click here for more information and to register as a creator.

Establishing a Quality Digital Presence

1. Understand your target

This is KEY! Content for everyone is content for no one. Identify your audience and find out what kind of content appeals to and drives them. Where do they spend their time? What are their purchase motivations? What do they enjoy talking about? Once you have figured out WHO your audience is and WHAT they enjoy seeing, start finding ways to create thoughtful content that will make them take a second glance.

2. Your visual brand is as important as your product

As discussed above, you can offer state-of-the-art products, but if your imagery and brand presence is poor, then it really doesn’t matter. Discover unique and cost effective ways (like Catalog) to create steady streams of beautiful imagery. If you’re a blogger, consider hiring a photographer to step up your Insta game. As platforms become overrun with overwhelming amounts of content, audiences are increasingly leaning towards authenticity and creative material that invites them into your story. Once you have found a way to secure dynamic visuals, work on finding ways to connect those images with a message that they can relate to.

3. Cohesive content + consistency

Make sure that your content is cohesive and recognizable. If someone were to see your image all by itself, would they connect it with you? Part of accomplishing this is seeking consistency in both overall aesthetic as well as maintaining a strong presence on various platforms. Posting regularly will continue to reinforce your brand story to your followers. The more you see something, the more you remember it. Make your content something that they look forward to and that enhances their life in some way!

Whether you’re a brand or a creator, Catalog is an awesome way to get connected and work together to create a memorable story that will leave an impact!