Nearly 80% of Gen Zs are more likely to purchase a product if they perceive the brand behind it as trustworthy, according to the 2023 Edelman Trust Barometer.
Market leaders must aim to build trust and loyalty among the younger generations who will soon take over a majority of purchase decisions for this very reason.
As businesses become more rigorous in their fight for attention and consumer trust, authenticity has emerged as a powerful tool for building a strong brand identity and reputation.
In this interview, renowned market leader Christina Hawatmeh discusses the vital role of authenticity in visual branding and how leveraging diverse, localized content can build stronger connections with a global audience.
Who Is Christina Hawatmeh?
Christina is the founder and CEO of Scopio, a global marketplace for artists and photographers, as well as a leading image and talent platform for corporations. A Columbia University alumna, she is recognized as a top entrepreneur, innovator, and advocate for reducing bias in AI and visuals on the internet. Christina authored the award-winning book "The Year Time Stopped" and has been featured among the top 10 entrepreneurs to follow by NYC Journal.
Authenticity is cited by 86% of consumers as a key factor when deciding what brands they like and support, underscoring the importance of genuine brand communication in building consumer trust.
Yet, Christina believes delivering authentic experiences, especially in their visual storytelling, is challenging for many brands.
“I've observed that when businesses rely on generic or stock images that don't reflect their true values or culture, they risk losing credibility with their audience. Authenticity is crucial for building trust and forming genuine connections with customers.” she says.
According to her, not localizing content effectively is another common pitfall.
“This means failing to tailor visuals to resonate with different cultural, geographical, or demographic groups. This oversight can result in visuals that do not connect with the intended audience, reducing the overall impact of marketing efforts,” she notes.
But how are these mistakes detrimental to a business in the long run?
“Mistakes in visual branding can have significant long-term effects. Inconsistent or poor-quality visuals create brand confusion, making it harder for customers to recognize and remember the brand. Inauthentic or irrelevant visuals erode trust, which is crucial for long-term customer loyalty,” Christina explains.
Additionally, she thinks that failing to leverage current trends and user-generated content diminishes community engagement and weakens brand presence.
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She also advises companies to use diverse art mediums like illustration, alongside photography, to enhance visual brand storytelling and broaden appeal.
“Ineffective visuals can obscure key messages, limiting a brand’s ability to convey its value proposition,” she adds.
Her journey with Scopio highlighted the importance of overcoming these challenges; to build a platform that resonates globally by embracing diversity in age, thought, and location, creating new opportunities through localized perspectives.
“While it sometimes gets a bad reputation as a ‘must,’ I believe it truly expands opportunities. By considering diversity from a localization perspective, we can create new and great possibilities,” she concludes.
Use Visual Assets to Communicate Your Brand Values
According to Christina, visual assets play a pivotal role in conveying brand values, which is why she advocates using real-life experiences and eco-friendly images and videos to attract conscious consumers.
She also highlights the importance of consistency in visual language, transparency through behind-the-scenes content, and supporting social causes to build trust and deepen connections.
Engaging with user-generated content (UGC), she notes, further enhances brand credibility.
Christina enumerates the key actions businesses should focus on when commissioning visual assets to ensure they can engage and captivate the audience:
- Understanding the target audience: Research should guide image selection to ensure it resonates with the audience's preferences and cultural contexts.
- Selecting reliable freelancers: Prioritize working with professional freelancers who meet deadlines, even when timelines are tight.
- Emphasizing authenticity and originality: Unique visuals that stand out are crucial for creating a strong brand identity.
- Focusing on quality and craftsmanship: Attention to detail in lighting and composition ensures a professional and polished look.
- Maintaining consistency in visual style: Consistency across visuals strengthens brand recognition and coherence.
- Ensuring cultural sensitivity: Inclusive visuals help avoid backlash and resonate with diverse audiences.
- Choosing versatile visuals: Versatile assets adapt well across different platforms and formats, maximizing impact.
- Incorporating engagement-driven designs: Interactive elements can enhance user interaction and engagement.
“My approach with Scopio emphasizes these principles, aiming to bridge the gap between professional and personal visual storytelling and professionalism,” she adds.
If you’re looking for a partner to help elevate your branding, then our DesignRush listing of carefully vetted graphic design companies is a great resource to find the right match for your needs.
But what’s the ideal dynamic between a designer and a brand when collaborating?
Christina answers this question by highlighting that the ideal dynamic is a collaborative partnership where both the designer and the brand contribute their expertise.
“Allowing younger people to take the lead is critical because they are more visually native and adept at understanding current trends and digital aesthetics. This balanced approach ensures that the final visuals are both innovative and aligned with the brand’s needs,” she says.
In a previous DesignRush podcast, we spoke with Billups Global Chief Strategy Officer, Dr. Stephanie Gutnik about the biggest mistakes businesses make when hiring an agency and how to build strong brand-agency partnerships.
Watch below to learn more:
Christina also discusses the key difference between buying a finished visual art product and hiring a designer to produce a brand’s visual needs.
“Purchasing a finished visual art product provides immediate availability but lacks the customization needed to align with specific brand requirements. Hiring a designer offers tailored visuals that are crafted to meet the brand’s unique needs and objectives through collaboration which always yields more interesting results. While buying off-the-shelf products can be cost-effective and quick, hiring a designer is ideal for projects requiring a high level of originality and alignment with brand values,” she advises.
However, she also points out that, today, there are AI products that allow customization, and brands shouldn’t discount their potential to create better visuals.
Key Criteria to Consider When Choosing a Designer
Hiring the right designer can be the key to standing out in a crowded market, capturing audience attention, and making a lasting impression.
But how do you know you’re hiring the right partner?
Christina advises brands to keep these factors in mind:
- Portfolio review: Assess the quality and style of their previous work to ensure it aligns with your brand’s aesthetic.
- Creativity and innovation: Look for designers who offer unique and original ideas.
- Technical skills: Proficiency in design software can ensure high-quality results.
- Communication and collaboration: Consider their personality and communication style, as these are vital for a successful working relationship. Clearly outline your needs and set a realistic budget.
- Cultural fit and references: Check for client references and ensure the designer fits well with your team’s culture.
- Localization: Ensure the designer can tailor visuals to resonate with different cultural and geographical groups.
She adds that it’s more prudent to evaluate the designer’s suitability with a smaller project before committing to larger assignments, and brands should consider working with agencies or platforms that have built a reputation for being reliable.
Embracing authenticity, consistency, and cultural sensitivity can help brands create new connections with audiences, strengthen trust, stand out in the market, and eventually build brand equity.
Leveraging both traditional design expertise and modern tools like AI can further enhance the ability to tailor visuals that resonate deeply with diverse consumer bases, ultimately driving brand loyalty and long-term success.
