OnRequest Images Launches "The Visual Brand Project" to Measure Impact Imagery Has on Brand Equity

CreativePro Staff

OnRequest Images, the world’s leading provider of OnBrand custom photography, today announced the launch of an ambitious new initiative, named “The Visual Brand Project™”, that will measure the economic impact that imagery has on brand equity and will help companies implement best practices for using imagery to maximize brand value. The initiative will incorporate a variety of quantitative and qualitative focus areas, including think-tank sessions, industry surveys, public discussion forums, interviews with brand, marketing, and creative leaders, and a series of quantitative studies that will serve as a baseline for measuring how brands are visually represented through photography.
“Iconic brands such as Apple and Nike understand the importance of using compelling and unique imagery as a core component of their brand building efforts,” said David Norris, Chairman and CEO of OnRequest Images. “While every marketer understands that images represent an important part of their brand building efforts, they lack practical ways to measure the financial impact that images make on their overall brand value. This initiative will provide companies with an important set of best practices for improving brand imagery and tools for determining the return-on-investment for their image expenditures.”
There are a variety of factors that determine the relationship between brand equity and visual imagery. Some aspects that will be explored in the initiative will include:

• Consistency – inconsistent use of OnBrand imagery is one of the major factors undermining many corporate brand-building efforts.
• Alignment – how a company aligns imagery within the context of their existing brand standards plays a central role in how their target audience perceives their brand.
• Uniqueness – “over-used” imagery can hurt brands by confusing customers and diluting brand equity.
• Volume – how much imagery a company uses to communicate their brand value proposition is a quantitative aspect that will be explored in this initiative.
• Recall and Attribution – how well a specific target audience associates certain imagery with a particular brand and their level of recall will also be taken into consideration.

OnRequest Images will explore the issue of brand imagery through a variety of mediums, each designed to provide a lens into this multifaceted topic. Some of these forums will include:

• Interviews with Prominent Brand Gurus – Through interviews with brand pioneers, the initiative will incorporate feedback and thoughts from some of today’s leading thinkers on the subject of branding.
• Think Tank Sessions – OnRequest Images will regularly convene meetings with industry luminaries and branding experts to discuss and debate issues relating to brand imagery and how to implement best practices.
• Industry Surveys – A series of formal and informal surveys will be conducted to gauge how brand marketers perceive the importance of imagery as a facet of their overall branding campaigns.
• Community Discussion – OnRequest Images will host open forum discussions featuring a wide range of community influencers to provide a deeper, contextual perspective on the issue of using imagery to enhance corporate branding efforts.

About OnRequest Images, Inc.
OnRequest Images is the world’s leading provider of OnBrand, custom imagery that enables leading marketers to build stronger brands by using custom imagery, shot to specifications, while lowering image costs. Leveraging its pioneering OnRequest OnPro platform, the company provides a total production and management solution for custom imagery with its global network of more than 1,600 world-class photographers, comprehensive pre-and-post production services, web-based image management, licensing and rights management, and brand management consulting. OnRequest Images headquartered in Seattle, with offices in New York, Chicago, Dallas, Denver, Los Angeles, Philadelphia, San Francisco. For more information, call 877-202-5025 or visit www.OnRequestImages.com.