Have you ever visited a site where the words felt warm, friendly, and full of personality – but the images looked stiff, generic, or completely mismatched? It creates confusion, even if the reader cannot pinpoint why, something just feels off. That’s because your brand isn’t just what you say – it’s what people see and feel too.
A strong brand is built on consistency. When your copy and imagery work together, your message feels cohesive, authentic and trustworthy. Every element – from your tone of voice to your visual style – should tell the same story.
Matching your voice to your visuals
As I photographer, I see this all the time. Someone will invest in incredible copy that captures who they are perfectly, but then rely on old headshots or stock photos that don’t reflect the same energy. The result? A disconnect that weakens the message.
Other businesses have beautiful photos but outdated or unclear messaging. This conflict weakens the overall impact – your audience can’t connect with a mixed message.
Consistency matters
Why does consistency matter? Consistency builds trust and recognition.
Your clients may need to have experienced numerous interactions with you before they feel ready to buy from you. It’s important, therefore, that each and every touch point needs to make them feel as though they are getting to know you.
They may visit your website on numerous occasions prior to making a decision so it’s important that your message feels aligned, cohesive and credible.
When you do align the two? Your business feels instantly more professional and trustworthy. Your images will reinforce your words and not conflict with them and most importantly your personality will shine through without feeling forced.
Your marketing will actually become easier because you will have a clear message where every element feels connected.
How to get started
That probably all makes perfect sense, but where on earth do you start?
Start with your brand personality. How do you want to make people feel when they work with you? If your tone of voice is calm and confident, think soft colours and natural lighting. If it’s bold and empowering, move more towards strong colours and striking backgrounds.
Invite your photographer and copywriter to work collaboratively with you, by involving your experts from the outset you can build something truly cohesive.
If you follow Kirsty on social media, you might have already seen how beautifully Kirsty demonstrates all of this in her own marketing. The images I created for her sit perfectly alongside her copy – each post feels polished yet genuine, with the images reinforcing her warmth and brilliant sense of humour! It’s a great example of how photography and copy can work hand in hand to tell one cohesive story and build real connection with an audience.
Using photography to bring your words to life creates a consistent, memorable brand. Why not revisit your own website to see how well your images reinforce your copy? If your images don’t yet reflect the story your words are saying (or vice versa!), maybe it’s time to update them.
About Julie
Julie Grant is a brand and headshot photographer who helps creative business owners feel confident showing up online. She specialises in capturing the personality, quality, and care behind each brand — creating imagery that tells your story and connects with your audience.