Many famous brands use imagery to capture the essence of their products or service, even more so than their written content. For example, you've probably watched a television ad and figured out the brand behind the ad before you even saw a logo or any other identifying product.
Brands focus on quality images that evoke emotional responses, and use them consistently across multiple channels. One of those channels is social media, which provides brands an opportunity to use images to build brand loyalty and promote sharing.
Selecting the right images for social media requires some serious thought. Brands that skimp on the quality of their images risk lowering their brand's appeal.
Avoid bad editing and blurry photos
Consider the Facebook page of Skittles candy. It features a picture of a pig riding in a hot air balloon, with a city background. Although the imagery does reflect the eccentric Skittles branding campaigns, it is poorly executed. The pig in the image has been Photoshopped into the picture, and parts of the images are blurry.
These types of contrived photos might be funny and appropriate for some settings, but they often don't evoke an emotional response with the brand. People are more attracted to photos that represent something real (unless it's a clever trick-of-the-mind type of image) because they can emotionally connect.
In the profile picture for Skittles, half of the bag of candy is not shown, so that in all of the company's posts the full brand name does not appear. Either the entire bag or at least the brand name should appear completely in the profile picture so consumers always see the name for brand reinforcement via repetition.