Your brand? It should be like your fingerprint — completely unique and associated with you (or, in this case, your business). Everything about that brand, from your business name to your logo to your web design, should support and communicate your business’s unique identity.
So, why on earth would you consider using stock art or stock images to represent that brand?
“It’s cheap and convenient!” you’ll probably reply. But, stock art is the opposite of a fingerprint — it’s generic, lacking in personality; and, worse, that very same stock art could (and does) show up on your competitors’ websites, business cards and logos. That’s one reason why a business owner should never buy logos at so-called “logo stores” that sell pre-made generic templates.
These are all factors that will weaken and muddy your brand. In addition, when you consider the lawsuits you may face if you use stock art improperly . . . that “cheap” option may not be so cheap and convenient after all.
Finally, your brand deserves — no, needs — something better than stock art. Here are five reasons why generic stock art could be killing your small business brand.
1. It steals your brand’s voice.
Your brand should be as specific and unique as possible. After all, no other business is exactly like your business. Your unique circumstances and vision are one of a kind. Your brand should reflect that. A clearly articulated, consistent mission coupled with the specificity of your authentic brand identity demands a visual language just as specific.
Stock art, on the other hand, exists to be malleable and adaptable to a wide range of users — the more buyers can use it, the more profitable it is for its creator. By design, stock art is the opposite of specific. Therefore it can’t have a strong point of view.
Yet, your brand needs a strong point of view if it’s going to stand out.
So, instead of stock art . . . sing your brand’s voice “loud and proud.” Make art design choices that will give your brand a consistent, clearly articulated point of view. Invest in original logo and web design that captures the unique essence of your brand.
2. It undermines your brand’s authenticity.
An authentic brand is one that presents itself with honesty and transparency. These traits make authentic brands relatable and trustworthy. In fact, in a 2016 study, 83 percent of consumers surveyed said that trust drives their loyalty to a brand.
Using stock photography on your website in place of photos of your actual business or employees may be easy. But, it’s a far cry from authentic.
Opting for slick but meaningless stock art means you run the risk of alienating a wide swathe of your customers.
So, instead of stock art . . . make choices for your visual content that will cultivate a deeper relationship with your clients and customers. Professional, well-lit photos…
