“Stock photos” — the term alone conjures up images of plastic smiles, stiff handshakes, hands cradling a sapling, actors in business suits standing in front of a whiteboard that says the word “success.” But when we can’t do a quality custom photoshoot, what are we to do? How do we bring visual interest to our print or digital materials without clichéd stock photography? In this post, we’ll give you some tips about how to reimagine brand imagery — using stock and thinking beyond.

Quality Stock is Non-Negotiable

Stock photography should not just fill a hole where you need an image. Your goal should be to elevate your unique brand message. You’re setting the stage, creating a mood, and sparking curiosity. 

Quality isn’t just a preference; it’s a commandment. And when we talk about quality, we’re not just talking about high-resolution imagery. We’re talking about using imagery that feels authentic. We’ll be honest — you might need to spend a little more time and energy (and money) looking for the right image. 

There are good free sites out there, like Unsplash and Pixabay, and if you go off the beaten path conceptually (see below), you’ll find some great royalty-free stuff. If contemporary, subject-specific, high-quality imagery is super important, you might want to consider investing some dollars and go to a site like Stocksy or Death To Stock. 

Don’t Be Obvious

It is possible to get good stock, but you have to resist the temptation to use a smiling face to depict happiness or a handshake to suggest partnership. Doing this is utterly predictable and thus utterly forgettable. That’s often what’s available at first glance when you search stock photo sites. 

Consider embracing non-literal imagery. Use visuals that evoke emotions and concepts, rather than plainly illustrating them. This approach not only enriches the viewer’s experience, it also elevates your brand’s messaging to a more sophisticated and nuanced level. By choosing images that metaphorically or abstractly represent your brand’s values and ideas, you create a more compelling, memorable, and emotionally resonant visual identity, steering clear of the mundane and embracing the extraordinary.

Abstract photos are not just visuals — they’re emotions, concepts, and stories told through colors, shapes, and textures. They invite your audience to dream, to interpret, to connect on a deeper level. 

There’s something magical about the right abstract imagery. It can invite the audience to draw their own conclusions, letting you adapt to and enhance the narrative you want to convey. That might mean using nature imagery that’s more evocative rather than literal. Think about the idea of focusing on details rather than composed scenes that can feel forced. 

A Note on AI: Not the Replacement You Want, But a Good Tool

The entry of AI into the world of photography is full of possibilities, but for now, it may not be a replacement for brand photography. It lacks the human touch, compounded by ethical concerns arising from its training on the work of numerous photographers who are not getting paid or getting recognition for their work. 

However, AI can be a great tool for concepting new ideas. Use DALL-E in conjunction with your search for the perfect image. Ask the oracle for an image that obliquely represents community without using a cliché. (I just asked it for an idea and it gave me an image of a bunch of doors collected in a circle. Not bad for a start to brainstorming.) Then you can search for those evocative images with these ideas in mind. 

Selecting Perfect, or Imperfect, Imagery for Each Platform

We’ve already talked about why you need quality stock imagery, but considering image quality and types for each of your brand platforms is important. Depending on your brand and communication goals, you might consider relaxing your standards for image quality.

Think about it like the tone of voice you use when you talk to different audiences. Each platform has its own unique flavor and expectations. For a professional website, crisp and sophisticated imagery can set one tone, reflecting your brand’s credibility and expertise. On the flip side, social media can be the playground for more relaxed, genuine, and engaging visuals that capture moments of spontaneity and authenticity. Stock imagery isn’t always the best choice. Casually shot images and videos are also extremely valuable tools for storytelling. While a casual approach may not be right for every brand, the point is to think deeply about what messages you’re trying to send in each context. Then you can determine what level of quality is needed.  

The key is in understanding the distinct language of each platform and curating a visual feast that resonates with your audiences, whether it calls for the elegance of a formal, carefully lit setting or the vibrant energy of a casual snapshot.

Build Your Own Photo Bank

One thing that we’ve seen work well with clients is creating an organization photo bank. This should include a selection of approved images, encompassing both exceptional stock photos and original photography. That way you don’t have to go back to the drawing board every time you need an image for your communications or website. This bank can be built up over time, and it will also save time in other ways — when you need a fresh image, you and your staff will know exactly how it can fit in. 

It’s All About Attitude

Brand imagery is an opportunity to shape your brand’s visual identity with intention and creativity. Carefully selecting images that narrate your brand’s story ensures each choice is meaningful, authentic, and aligned with your message. 

As you embark on what can be a daunting voyage on a vast sea of stock image sites to find the perfect visual representative of some well-trod idea, remember that it’s out there. The challenge is to stand out. The aim is to make deliberate choices, connecting each image to your brand’s unique story and ethos, ensuring that your visual identity is not just seen, but remembered and recognized.

Or, just hire us :)