How to Improve Your M&A Firm’s Marketing Imagery
Crafting compelling marketing materials requires a strategic, discerning eye in a visual landscape saturated with generic — sometimes even AI-generated — imagery. For investment banks and private equity firms, images used in marketing aren’t just about creating appealing visuals; they are subconsciously building trust, conveying credibility, and developing a human connection in the digital realm before a one-on-one conversation takes place.
As a full-service agency dedicated to supporting middle-market M&A firms, MiddleM Creative has a few recommendations for improving your firm’s presence through imagery.
Use Your Actual Team in Marketing Images
Authenticity Matters — Well-captured images of actual team members naturally convey an enhanced level of sincerity and trustworthiness.
When leveraging marketing images featuring people, prioritize including your firm's own team members over generic stock images. Featuring real team members supports your brand messaging with a feeling of authenticity, which is often more difficult to achieve with stock imagery. Overtly staged stock photos may raise doubts about a firm's credibility or legitimacy.
A 2008 study from Psychological Science found that repeated exposure to a face increases perceived trustworthiness and likability.
Potential clients or portfolio company management teams are more likely to connect with real faces and personalities, fostering a sense of trust and transparency in your brand. A 2008 study from Psychological Science found that repeated exposure to a face increases perceived trustworthiness and likability1. Showcasing the real individuals behind the firm humanizes the brand, demonstrating the team's culture, professionalism, and approachability. A separate study from 2006 found that people make judgments about others’ trustworthiness within milliseconds of seeing their faces2. Putting your best foot forward with authentic imagery on your website can set the stage for more effective in-person interactions.
When selecting images of your team for marketing materials, consider the following suggestions:
Opt for authentic scenes over obviously staged or overly-posed shots.
Avoid forced smiles and artificial gestures. Natural yet positive body language is critical to conveying an authentic and appealing aesthetic in photos.
Prioritize images that capture candid moments of team collaboration and interaction.
Choose images that convey a sense of professionalism and competence without verging on intimidating or unapproachable.
Avoid using heavily retouched images or those stylized in a way that may detract from the credibility of your firm's brand.
When leveraging multiple images, select a variety that showcases the diverse backgrounds of the firm's team members, reflecting a commitment to inclusivity.
Communicate Your Firm’s Vision and Gravitas with Symbolism
Intentionality in Imagery — Moving away from literal interpretations, symbolic visuals can evoke deeper emotions and convey complex ideas that underscore your firm's brand identity.
Intentionality is another important factor when choosing images for marketing materials. Firms can choose between literal images (i.e., buildings, automation systems, or practitioners in action) and symbolic images (i.e., abstract, unique angles from nature or featuring a section of an object). Symbolic imagery can reinforce universal themes or firm values in a more unique, creative manner, often representing something larger than the image itself.
This refined approach can engage viewers on a deeper level, fostering the trust that is critical in the increasingly competitive M&A industry.
In choosing metaphorical imagery, a firm can subtly communicate its capacity for strategic vision with an appealing gravitas, creating a unique and lasting impression for a potential client or portfolio company partner. Impactful photo selections that avoid trite, cliched images can help maximize your marketing piece’s impact, allowing the audience to focus on making their own emotional connections with the message. This refined approach can engage viewers on a deeper level, fostering the trust that is critical in the increasingly competitive M&A industry.
Impactful Imagery — Reliance on artificially manipulated imagery can cast doubt on the firm's reputation, particularly in the eyes of discerning business owners or LPs. Instead, consider leveraging artfully cropped or composed scenes with more realistic components, like the image above.
Showcase Unique Perspectives to Set Your Firm Apart
Additionally, a photograph’s intention and perspective have become increasingly important in visual marketing.
Consider photography with these characteristics in mind:
The main message of the image should be clear and prominent without confusing the target audience or making them question the photo’s inclusion.
Consider featuring an aspect of a familiar image from a unique angle.
Prioritize images with negative space to enhance clarity, allowing text around the image to be easily read without competing for attention.
Memorable Choices — If you wish to reference your firm’s location, consider featuring an image of a city landmark from an unusual reference point instead of a typical photograph of the city’s skyline.
Consistency in visual elements can significantly boost brand recognition, messaging, and engagement.
By prioritizing authenticity, embracing symbolism, and carefully considering the composition of photography, your firm can effectively leverage imagery to elevate brand awareness, foster trust, and make positive emotional connections with key stakeholders. Consider letting your marketing materials reflect not just your strategic focus but the essence of your firm — its values, people, and vision for future partnerships. With each carefully chosen image, your firm can not only tell its story but invite others to become part of it.
Interested in more nuanced M&A industry marketing, branding, or PR advice? Reach out to learn how we partner with private equity, private credit, and investment banking firms to develop brand strategies that drive deal flow.
1Todorov, Alexander et al. “Evaluating face trustworthiness: a model based approach.” Social cognitive and affective neuroscience vol. 3,2 (2008): 119-27. doi:10.1093/scan/nsn009
2Willis, Janine, and Alexander Todorov. “First impressions: making up your mind after a 100-ms exposure to a face.” Psychological science vol. 17,7 (2006): 592-8. doi:10.1111/j.1467-9280.2006.01750.x