It’s easy at times for corporate communicators to feel that words dominate the task of talking to audiences.

What a company says, and how it says it, is a hugely important part of its communications strategy – and words can convey detailed, complex information tailored to multiple readers or listeners.

But does concentrating on words neglect the power that a well-chosen image can have? Photography as a key component of corporate communications is hardly a revolutionary idea, and it’s coming back into focus at the moment. HSBC’s positioning as ‘the world’s local bank’ was backed up by a series of arresting print and billboard adverts dwelling on the cultural differences a single image can contain, and it’s this ability to appeal to different audiences with one shot that makes corporate photography such an appealing proposition.
 

Digital media has also increased the appeal of photography from a corporate communications perspective, since images can now travel, unmediated, round the world faster than language can be translated and uploaded. Image-focused social networks such as Flickr and Tumblr are growing in stature for everyday users and provide fantastic engagement opportunities for the brands that are willing to expand their online presences.
 

The creative communications agency BergHind Joseph recently announced the winners of its first photographic competition, which took ‘leadership’ as its theme. Balogh Zoltan took first place with his shot Pyramid, whichably demonstrates ‘leadership’, but also deftly encapsulates the importance of collaboration and support; it’s a photograph that captures a finely balanced system.
The second-placed image, Palestinians gather on a roof, by David Shaw, evokes associations both modern and timeless, while Determination by Susan Furber takes its inspiration from National Geographic-style photography.
 

A well-chosen image accompanying your branding can provide a focal point for stakeholders; the majority of us take in information visually before anything else, after all. So when it comes to differentiating your brand from your competitors, it seems that it’s worth looking at the big picture

Opposing page: Pyramid, by Balogh Zoltan. This page, top: Palestinians gather on a roof, by David Shaw. This page, right: Determination, by Susan Furber