In today’s fast-paced, digital, and visually driven era, the adage ‘a picture speaks a thousand words’ has never been more accurate. Visual imagery is often overlooked and underutilised by businesses looking to differentiate themselves and thrive in the current market. We speak to two brand experts who share why visual imagery is critical for attracting customers, enhancing online presence, and capitalising on social media and PR opportunities.

Property marketing guru Jules Tahan and his team are no strangers to using the power of images and storytelling to reach an audience. As the director of Urban Angles, a dedicated visual imagery company offering industry-specific marketing content tailored to builders, developers and manufacturers, he knows how to captivate with visual assets. 

‘Twenty years ago, it was all about photography,’ Jules says. ‘Since then, there is so much more to it – video production, 3D rendering visualisations, floorplans and elements of social media and advertising.’

PR and global brand development director Renae Smith agrees. ‘Visual content is everything,’ she says. ‘High quality and striking imagery can effectively convey the brand’s message, evoke emotions, and establish an instant connection, leaving a lasting impression and increasing the likelihood of conversions.’ 

Managing boutique agency, The Atticism, Renae takes a unique approach to public relations, marketing and overall brand development. She has seen first-hand how traditional marketing and textbook methods are ineffective.

The most important aspect of the process is knowing your objectives, who you are targeting, and what visuals you need before you engage a professional.

‘By understanding your own goals, target audience and brand identity, visual content is created to align and effectively convey your message,’ Jules explains. ‘Once established, creating quality content should be your number one priority if you want to attract real attention.’

Knowing this can come easier for some than others, so talking to a professional about your goals can help. ‘You need to know all the places where you intend to use the images,’ he adds. ‘Not everyone will know, but a professional will have industry experience and knowledge to interpret your needs. We examine previous work, understanding our clients’ style and know their brand identity.’ 

Different media and channels need different styles. Renae says it’s essential that your content is tailored. ‘Without the right imagery for the right platform, you will miss opportunities,’ she says. ‘You will lose media coverage, engagement and money. I know it can be hard to justify spending on images and video. But if you spend wisely, you’ll get visual content that provides the best return on investment.’

Renae recommends hiring professional photographers and videographers, who have experience and specialise in architectural or design photography. ‘They will understand how to capture the features, textures and angles that accurately showcase your work,’ she says. ‘Their lighting, composition and post-processing expertise ensures high-quality content to represent your design concepts and craftsmanship.’

Incorporating storytelling elements will also help differentiate in a competitive market, according to Jules. ‘Builders can create a deeper connection with their audience by highlighting the story behind their work – the people, craftsmanship and design elements,’ he says. ‘Whether through visual content or video, storytelling adds depth and authenticity to the brand narrative, making it more relatable and memorable.’

3D visualisation is another incredibly effective tool to connect with your audience. Clients and potential buyers can see detailed renderings accurately representing the finished product. It allows them to visualise the space, understand the design elements and make informed decisions. ‘Seeing our 3D renders come to life is a surreal experience. It validates the effort to create realistic and immersive visuals,’ Jules says. 

Whether it’s static imagery or dynamic video content, quality and attention to detail are crucial as they highlight the uniqueness of each project and create a visually compelling story. 

Another area for consideration when creating visual content is industry awards. Renae says professional imagery can significantly enhance the chances of recognition and success when participating in industry awards. ‘High-quality images capture the judges’ attention and best showcase the design’s important features, emphasising the standard of work and leave a lasting impression.’

Visual content tips

Website

• High-quality visuals convey a sense of professionalism, credibility, and attention to detail. They instil trust and confidence in a brand or organisation, creating a positive first impression. 
• Show various aspects to provide a comprehensive representation of your capabilities.
• Optimise image sizes and formats to ensure fast loading times, maintaining a smooth user experience and preventing potential bounce rates.

Social media

• Incorporate eye-catching imagery and video into your social media posts to instantly grab the attention of users scrolling through their feeds.
• Experiment with different types of visuals, such as before-and-after comparisons, behind-the-scenes shots, or interactive elements, to drive engagement and create shareable content.

First published on 7 August 2023