BRAND THE UNBREAKABLE FRAME

SECTION III
FIND ENGAGING VISUALS
Expressing your brand with engaging visuals across your digital experience can
really help refresh your brand. Whether on social, your website or promotional
materials, expressing your brand story through impactful imagery helps tell the
story of your brand in an impactful (read: sticky) way. Visuals that are stale and
outdated make it difficult for audiences to connect to your organization.
HOW CBRE DID IT
CBRE is a great example of the
power of good, brand consistent
imagery. As king of the real estate
market, the firm realized a few years
ago that its brand story revolved
around owning big real estate in
major metropolitan areas. What’s a
great way to showcase real estate in
an engaging way? Photography.
And where’s a better place to
engage your audience with
photography than the ever-popular
Instagram? This tool has allowed
for great brand recognition for B2C
and B2B firms alike, and CBRE is
no exception. CBRE doesn’t always
shoot its own photos, but it is
so consistent in the kinds of
photography that it chooses, it
doesn’t matter if the organization
shot the images itself or not. Taking
its passion for photography one step
further, CBRE even sponsored an
urban photography contest.
This same approach can work
for other professional services
organizations. For example, say that
you are a global law firm with offices
in cities around the world. Why not
pick a style of photography that suits
your brand, and take photos of all
of the cities you are in? Better than
that, make it about your clients.
Take pictures of all of the cities
that you do work in around the
world. Now you are telling a human,
global, client-centered story
without ever uttering even one
of those words that lead you back
to that sea of sameness.
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