Brands, both national and global, have come to recognize the power of images in their digital brand and sales promotion strategies. Through the innovative use of visuals, companies can create compelling narratives, inspire consumer action, and boost sales. Based on insights from various national and global brands clustered by their image usage patterns and analysed by our analyst, five top strategies emerge. This analysis is part of the ongoing Infoprations’ Understanding Digital Integrated Marketing Communications series.
Real-Life Contextualization: Showcasing Products in Action
A prominent strategy that many global brands use is the visualization of products in real-life contexts. This approach helps potential customers visualize how the product fits into their daily lives. Airtel Nigeria and Microsoft Developer are examples of brands using product imagery in real-world scenarios. For instance, Airtel Nigeria often uses images of users engaged in daily activities, whether it’s streaming music, browsing social media, or talking to loved ones, to showcase the practicality and benefits of their services.
This strategy is effective because it allows consumers to relate to the brand’s offerings, envisioning how the product or service enhances their own lives. Whether it’s a tech device, a telecom service, or a software solution, these brands create a visual bridge that helps consumers connect with the product beyond its functional features.
Register for Tekedia Mini-MBA edition 17 (June 9 – Sept 6, 2025) today for early bird discounts. Do annual for access to Blucera.com.
Tekedia AI in Business Masterclass opens registrations.
Join Tekedia Capital Syndicate and co-invest in great global startups.
Register to become a better CEO or Director with Tekedia CEO & Director Program.
Building Trust with User-Generated Content (UGC)
User-generated content has emerged as a powerful tool for building brand authenticity and trust. Brands like Grammarly effectively use images shared by their customers to showcase real experiences. For example, Bet9ja encourages users to share their betting success stories, often accompanied by images of big wins or game celebrations. This not only provides social proof but also fosters a sense of community among users.
In a similar vein, Grammarly features images of real users improving their writing, capturing testimonials with visuals of before-and-after grammar corrections. UGC builds consumer trust because it shows the real-world impact of the brand’s product, making it more relatable and credible. As consumers increasingly seek transparency and authenticity, UGC offers an invaluable way to connect with an audience.
Emotionally Engaging Visuals for Stronger Connections
Brands that aim to evoke strong emotions with their digital visuals have a significant advantage in creating deep consumer connections. Grammarly and CFA Institute are excellent examples of how emotional visuals can foster a lasting connection with the brand. Grammarly, for example, uses images that showcase the joy and relief of users when their writing improves. The emotional impact of seeing an error-free document or receiving positive feedback triggers a sense of accomplishment, creating positive associations with the brand.
Similarly, CFA Institute frequently utilizes images that emphasize professional achievement and success in the finance industry, using powerful visuals of graduates celebrating their accomplishments. These emotionally driven visuals resonate with customers’ aspirations, helping them feel more personally invested in the brand.
Creating Consistent Brand Identity Across Platforms
Brand consistency is crucial for building recognition, and one of the most effective ways to achieve this is through consistent visual identity across all digital platforms. Brands like Coca-Cola and Nike excel in this area, using consistent imagery and color schemes that reflect their core values and messages. These companies utilize images in their campaigns that stay true to their brand’s aesthetic, whether it’s the classic red and white of Coca-Cola or the empowering visuals of athletes representing Nike’s “Just Do It” ethos.
For example, Grammarly uses a consistent visual tone of professional yet friendly imagery to convey its mission of helping people improve their communication skills. Consistent visual elements, like fonts, colors, and image types, help create a unified look, ensuring that their brand remains top-of-mind for consumers across all touchpoints.
Narrative-Driven Visuals: Telling a Story through Multiple Images
Another powerful strategy used by national and global brands is telling a story through a series of images. This approach helps brands create a richer narrative and engage audiences more deeply. Google Ads, and Unicaf use multi-image campaigns to tell stories that resonate with different consumer segments. For instance, Bet9ja runs campaigns that feature a sequence of images showing the excitement of the game, the process of betting, and the potential reward, effectively guiding the user through the journey.
Google Ads also uses sequential imagery to showcase the journey of different businesses leveraging their advertising platform, highlighting how it can impact the growth of small to large businesses. By breaking down the process into a series of connected images, brands create an engaging narrative that keeps audiences hooked.
Infoprations’ Understanding Digital Integrated Marketing Communications Team includes Abdulazeez Sikiru Zikirullah, Moshood Sodiq Opeyemi, and Bello Opeyemi Zakariyha