Only the right picture is worth a thousand words.
A great image can do a lot for your organization. It can portray your personality, tell your story, and rally your members around your organization. It can build loyalty, raise brand awareness, live in infamy on social media, and pay dividends when it comes to engaging and retaining members.
Consider the following two images from a brochure promoting the American Specialty Toy Retailers Association’s annual conference.
They both show the same individual, Todd Anderson, CEO of Hub Hobby Center. The first is a corporate headshot that looks polished and professional but doesn’t tell us much about Todd’s story, industry, or capabilities.
The second image is more illustrative. There’s Todd, now wearing bunny ears, surrounded by people, and deeply engaged in an activity. This image tells a story about what it’s like to attend an ASTRA conference. Given the bunny ears, this obviously isn’t a traditional business conference. The background is crowded, implying a good turnout. People viewing this image might feel like they’re missing out on a lot of fun if they don’t attend, that perhaps “everyone” will be there so they should go too.
In combination, these two images work together to suggest that serious business happens at an ASTRA conference, but some major fun and connectivity happen too.
Show and Tell
It’s worth mentioning the importance of original photography and design. Because your visuals do so much heavy lifting when it comes to showcasing your organization and events—your story itself—stock photography will almost always fail at projecting your authentic brand personality.
You have limited space to visually represent your brand. Make every image count by choosing photographs and graphic elements that do some real work. Show and tell members why they must attend your event and what they’ll miss if they aren’t there.
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