Consistency plays a huge role in creating a strong, memorable Amazon brand image. It helps you create trust among your customers and build a strong business. Because when your product images are consistent and accurately represent your product, customers are more likely to trust that they will receive what they see in the images. This can lead to higher customer satisfaction and fewer returns.
In addition, consistency can help to create a more professional and polished look for your brand. When your Amazon product images are consistent in terms of lighting, backgrounds, and props, it creates a cohesive and unified look that can make your brand stand out from competitors.
And that is exactly what we’re going to talk about in this article. We’re going to walk you through how to create a cohesive brand image by being consistent in your Amazon product photography.
What Is a Cohesive Brand Image?
A cohesive brand image refers to the consistent look, feel, and messaging that a brand presents across all its marketing channels. In this case, it’s how you present your business all across the Amazon platform.
A cohesive brand image is achieved through a combination of design elements, such as brand colors, fonts, and imagery, as well as consistent messaging and tone of voice. By presenting a consistent and unified brand image, businesses can establish a strong identity that resonates with customers and builds trust and credibility.
Read More: Amazon Product Photography FAQs
What Is the Benefit of Having a Cohesive Brand Image?
Builds trust and credibility
When a brand presents a cohesive and unified image, customers are more likely to trust that brand and see it as a reliable and trustworthy source of products or services.
Increase brand recognition
Once you have a cohesive brand image, customers are more likely to remember and recognize that brand. This is because it creates a sense of familiarity and comfort among customers. Which helps to increase brand awareness and can lead to increased sales and customer loyalty.
Stand Out from Competitors
Differentiating your business from the competitors can be a tough job, but having a cohesive brand image that is unique and memorable can make you stand out better.
A Great Example of a Brand with a Cohesive Brand Image
Let’s take a look at one of the world’s most famous brands, Coca-Cola. Coca-Cola’s brand image is instantly recognizable due to its consistent use of specific design elements and messaging across all of its marketing channels.
For example, Coca-Cola’s iconic red and white color scheme is used consistently across its products, packaging, and marketing materials. The company also uses a specific font and style for its logo, which is instantly recognizable to customers around the world.
Coca-Cola’s messaging is also consistent across all of its marketing channels. The company uses slogans like “Taste the Feeling” and “Open Happiness” to evoke positive emotions and create a sense of connection with its customers.
Displaying a Cohesive Brand Image Through Product Photography
Still talking about Coca-cola, for example, sake, have you noticed how consistent they are in their advertising photos?
They use a consistent color scheme in all of their product photography. The iconic red and white color scheme is instantly recognizable and helps to create a cohesive and memorable brand image that customers can easily identify.
In addition to the consistent use of color, Coca-Cola uses photography to evoke positive emotions and a sense of connection with its customers. Their images often feature happy people enjoying Coca-Cola products, reinforcing the brand’s messaging of happiness and positivity.
By using consistent visual elements and messaging across all of its photography, Coca-Cola is able to build a strong and cohesive brand image that resonates with customers and reinforces its brand identity.
How to Create a Cohesive Brand Image Through Product Photography
So far, you have understood what a cohesive brand image is, the importance of consistency, and an excellent example of how a brand utilizes the concept to build a strong perception among customers. Now, let’s talk about how you can achieve this for yourself.
Here are some ways to be consistent in your Amazon product photography, which will lead you to have a cohesive brand image.
Utilize A Color Palette
As we know from the previous example, having consistent coloring helps greatly in creating consistency. If we take a look at this study from the University of Loyola, color can increase brand recognition by up to 80%!
Now we know why it can take so long for companies to decide on a specific brand color. The number is astounding, and it reflects the business in the long term.
So now, how do we choose the proper color palette for our Amazon business? Use the tips below to help you:
1. Choose a color palette that reflects your brand: Your color palette should be consistent with your brand identity and messaging. Consider your brand values, target audience, and the emotions you want to evoke.
2. Experiment with different shades and tones: While you want to use your color palette consistently, you can also experiment with different shades and tones within that palette. This can help to add visual interest and variety to your product images.
3. Use color psychology to your advantage: Colors can evoke different emotions and associations in people. Consider how you can use your color palette to evoke the emotions and associations that are most relevant to your brand and product.
Once you’ve decided on a color palette, you want to use it consistently on your product images. This can include using the same color background, props, textures, and accents.
And be strategic with it too. For example, you might use your primary color as the background and your secondary color for props or accents. Be sure to test things out and adjust as you go.
Strategically Use Lighting
If you want to achieve a consistent look in your Amazon product photography, it’s important to have a good understanding of lighting and how to manipulate it.
By understanding lighting and using it to your advantage, you can create images that are constantly visually appealing and on-brand. Here are some key points about lighting that you want to keep in mind.
Different lighting setups produce different results
The type of lighting you use can dramatically affect the look and feel of your images. Natural light, studio lighting, and LED lighting all have their own unique characteristics that can impact the final result.
The color temperature of your lighting affects the color of your images
Different types of lighting have different color temperatures, which can impact the color of your images. For example, natural light tends to be warm and yellowish, while LED lights tend to be cooler and bluer.
Shadows and highlights can add depth and dimension
These factors can make your photos uniquely stand out, but it’s important to use them intentionally. Avoid harsh shadows or blown-out highlights that can detract from the overall look of your images.
Reflective surfaces can be tricky
Products with reflective surfaces can be challenging to photograph, as they can reflect light in unpredictable ways. Experiment with different lighting setups and angles to find the best approach for your products.
Save the preset
Once you’ve achieved the type of lighting that you want, it’s crucial to take notes of the settings and techniques that you use for future reference. Doing so makes it easier for you to achieve consistency going forward.
Pro Amazon product photography tip: learn Amazon’s specific requirements to provide the best photo possible for your Amazon business. We have an in-depth tutorial for you just that.
Nail Your Messaging
Your image captions or text play a significant role in representing your brand, just as much as the pictures themselves. Every time a customer reads about your products, they are also engaging with your brand’s messaging and voice.
Therefore, it’s important to ensure that your text and captions are consistent with your brand identity. Your branded content should follow a similar pattern or style to create familiarity and build recognition with your customers.
To find and set your ideal brand voice, there are a few things that you can do
Determine your brand’s personality
Start by identifying the personality traits you want your brand to embody. Is your brand playful or serious? Are you formal or informal? What values do you want to communicate to your audience?
For example, if you sell luxury watches, your text should reflect that by using language that conveys exclusivity and sophistication. On the other hand, If you sell products for children, your text should reflect the whimsical and playful nature of childhood with terms such as “imaginative,” “colorful,” and “playful.”
Identify your target audience
Your brand voice should resonate with your target audience. Consider who your ideal customer is, their interests, values, and the language they use.
Go to forums like Quora, Reddit, Facebook, or any place where you can find your target audience. Take the time to learn how they communicate with each other, and use that information to develop a brand voice that resonates with them. This will help you create content that speaks directly to your audience and connects with them on a deeper level.
Research your competition
Look at how your competitors are communicating with their audience. Identify what works and what doesn’t, and use this information to guide your brand voice.
Remember, your brand voice should reflect your brand’s personality, resonate with your target audience, and be used consistently not just on your product images but across all marketing channels as well.
Refine Your Photos with Editing
Post-editing techniques and filters also play a major role in shaping your brand’s visual identity. With a plethora of filters and editing techniques available, you can choose the ones that align with your brand’s aesthetics and consistently use them across all your product images.
With editing, you can take photos that are taken in different lighting conditions or locations and change them with a similar aesthetic that aligns with your brand.
Editing software allows you to:
Adjust color and exposure
You can adjust the color and exposure of your images to match your brand’s color palette and ensure that all images have a similar look and feel.
Apply filters or presets
You can use filters or presets to create a consistent mood or aesthetic across your images. For example, if your brand has a vintage feel, you can apply a filter that adds a slight sepia tone to your images.
You can use editing software to remove any distractions from your images that may detract from your brand’s message or aesthetic. For example, you can remove a background that doesn’t fit with your brand’s color scheme.
Resize and crop
You can resize and crop your images to ensure that they are consistent in size and composition. This is especially important if you plan to use your images in a grid or collage format.
Editing software such as Lightroom allows you to apply the same edits and adjustments across multiple images simultaneously, saving you time and ensuring consistency across your entire product line.
Establish a Brand Style Guide
Once you have your color palette, tone of voice, and all kinds of presets ready, the next step is to compile all of them into a brand style guide.
A brand style guide is a document that outlines the visual and messaging elements that make up a brand’s identity. It serves as a blueprint for consistency across all branding efforts.
It also helps to streamline the design process by providing a framework for all design decisions, making it easier for designers and marketers to create new materials that align with the brand’s identity.
Use a Reliable Professional Photography Service
If you rather save time and outsource your photography to a professional, then it’s important to choose a reliable one.
At AMZ Onestep, we believe that creating a cohesive brand image is crucial for any business. That’s why we offer professional Amazon photography services that can help our clients achieve this goal.
By understanding the importance of consistency in lighting, editing, background, color palette, and brand voice, our team of experienced photographers and editors can help you create images that consistently reflect your brand identity and values.
Start creating a cohesive brand image by taking a discovery call with our expert today!