The dos and don'ts of using Stock imagery for your branding

Stock imagery can say a lot about your business and impact how it is perceived by customers which is why it’s important to choose the right images to enhance your brand. While it can be a cost-effective and convenient way to acquire images for marketing campaigns, it's important to recognise that the overuse of stock imagery can also have a negative impact on a business.

What is Stock Imagery?

Stock imagery refers to photographs, graphics, illustrations, and videos that are available to be purchased from various Stock image websites like Shutterstock, iStock and Vecteezy, to name a few. The problem with it being so readily available is that you run the risk of contributing to a sense of sameness among businesses within the same industry (nobody likes a cliché). If your business uses the same stock imagery as your competitors, it can be challenging to differentiate yourself from the competition. Using branded content not only makes your business more memorable, but customers are more likely to engage with brands that showcase originality and uniqueness in their marketing campaigns.

Don’t overdo it.

Stock imagery can create a sense of inauthenticity and detachment from your brand if you’re using generic and overused stock imagery with no real sense of brand consistency, it can be difficult for customers to connect with your brand on a personal level. Customers are more likely to engage with brands that showcase unique and original content, stock imagery can be perceived as a lack of effort to create original content which can be particularly damaging to businesses in creative industries where originality and creativity are highly valued. By choosing the right stock imagery, you can enhance your brand's image, connect with your audience, and make a positive impact on your business.

What can I do?

Ideally, invest in creating original and unique content that reflects your brand's values and message - unique and original imagery trumps stock imagery every time, but realistically not everyone has the resources to do this. So, what can businesses do to avoid these potential pitfalls of stock imagery? Be mindful with imagery you opt to use as it can be irrelevant or out of touch with your target audience, portraying idealised or unrealistic scenarios that do not reflect the lived experiences of your customers. Try and put your spin on the images by incorporating your business brand colours, graphics, logos, fonts, or icons – anything that would set you apart in a sea of stock imagery, give customers a taste of what you’re about!