With the e-commerce and online business world becoming increasingly saturated, it is imperative online brands stand out to both drive revenue and consumers to their site. It is possible to argue that there are a number of ways to do so but the use of visual assets is one of the key drivers in enticing customers and establishing loyalty to your brand. The benefits of visual assets are known; 98% of marketing professionals say quality visual design in marketing content enables stronger relationships with audiences. In this article, I will discuss not only how visual assets can be harnessed to become a key revenue driver for online brands but also the techniques required to create a stand-out asset.
According to Hubspot, 70% of companies invest in content marketing including visual marketing strategies in an attempt to increase their brand awareness. With such a high percentage of companies utilising these strategies, it is perhaps no wonder that visual assets are crucial to any online brand. By producing in-depth designs and eye-catching features, companies are able to capture the attention of their audience but also begin linking their name and story to the imagery. For an online brand to truly succeed in such a competitive marketplace, there needs to be a fluidity between its marketing and brand elements; a synergy that keeps the audience both engaged and loyal.
Why do people become loyal to a brand?
You can talk about innovation, comfort, and performance but when it comes to pressing the “buy” button, the repeat customer has to identify with the brand. They have to imagine eating/using/driving said product or relate to the visual imagery in order to purchase. That’s the power of product branding and visual assets are an extremely important part of it. The significance of creating loyalty and brand consistency is further illustrated by Lucidpress research which found that creating a consistent brand can increase revenue by 33%; this branding extends to your visual content, messaging, colours, and more. When they’re tied together, it helps your future customers remember your brand.
Another key element to drive revenue through visual assets is professional photography. Research has shown that you have just 0.05 seconds to make that all-important first impression. Professional photography inspires conversions because people can imagine themselves sipping a coffee on that balcony or enjoying a night out with friends in that dress.
In this sense, evocative professional photography grabs the attention of your buyer and can tip their decision-making in your favour. For example, there is significant psychology to suggest that high-quality photography leads to conversions. From professional lighting to camera angles, it’s all about connecting with the potential customer.
The strengths of professional photography for visual assets can be contrasted with stock imagery and photography, basic reused images that can be mass produced with ease. Examples can be found online and there are countless websites offering copyright-free photos for any context. Given the lack of price and no copyright, these websites are extremely popular enabling many businesses to easily lose any individuality from using these images. Considering most consumers can easily spot stock images that are inauthentic or unnatural, it is imperative that brands are aware of the risks and benefits of using stock and professional photos. While professional photography used to be a sizeable investment for any company, at BOOM we know it is an imperative part of presenting one’s brand in a creative light and building positive relationships with potential customers, which is why we are committed to making the visual assets process so seamless for all.
Visual assets as key revenue drivers
Visual assets, with the right conditions, can become a key revenue driver for online brands in order to build their customer loyalty, trust and positive relationships. As 98% of marketing professionals view quality visual design as enabling stronger customer relations and 33% hold the view that creating a consistent brand can increase revenue, statistics also indicate visual assets’ importance. Given the abundance of choice for consumers and countless websites of stock images, it is difficult for online brands to stand out and secure a strong position in their marketplaces. However, the introduction of quality visual assets, achieved by professional photography and strong consistent branding, goes a long way to creating a strong, loyal customer base for greater revenue.
About the author: Federico Mattia Dolci is the Co-founder & CEO of BOOM