Visual Identity: Photography vs. Stock Library Images – How it affects your brand...

With over 30 years in the industry, I’ve certainly used stock photography as a quick win — especially when timelines were tight, and getting a concept over the line was the priority. But as technology has evolved and creative tools have become more sophisticated, I’ve come to deeply appreciate the power of building a bespoke digital asset library. One that’s tailored to your brand, speaks directly to your audience, and sets you apart in a crowded visual landscape.

When you're creating a visual identity for your business, the images you choose say just as much about your brand as your logo, tone of voice, or colour palette.

One big decision? Whether to use custom photography or stock library images.

Let’s explore the pros and cons — and how they can shape your audience's perception.

Authenticity builds trust

Custom photography gives your audience a window into the real people, places, and moments behind your brand. It feels genuine, professional, and personal — because it is.

Stock images, while convenient, are often generic and impersonal. The same model in a headset could be on a law firm’s website, a travel blog, and an insurance ad. Oof.

Your audience is smart — and they know when something’s staged. Custom photography says, "This is us."

Consistency is key

Your visual branding should be as consistent as your messaging. Custom photos allow you to control the lighting, tone, and styling to match your brand guidelines perfectly.

Stock images? Not so much. They often require editing or heavy filtering just to make them fit — and even then, they can still feel a bit out of place.

Emotional connection wins

Showing real people in real scenarios creates emotional depth. It’s easier to form a connection with your audience when they see your actual team, clients, or workspaces.

Stock photos often feel disconnected — they're too polished, too perfect, or simply too… fake.

Value over cost

Stock libraries seem like the cheaper option — and they are in the short term. But you’re also paying in other ways:• Lack of exclusivity• Licensing headaches• Time spent digging through hundreds of images

Custom photography is an investment, but it pays off in brand credibility, flexibility, and long-term value.

When stock has its place

To be fair — stock imagery can work, especially when you’re on a budget or need something in a hurry. The key? Be picky. Choose images that reflect your brand's tone and avoid visual clichés.

And remember — mixing high-quality stock with original content can still look professional, if done well.

The Takeaway

Custom photography elevates your brand and tells your story in a way stock imagery simply can’t. But there’s room for both — as long as the intention is clear and aligned with your strategy.

At inkspire : creative, we offer custom photography, brand development, and creative direction to ensure your visual content works hard — and looks good doing it.

Let’s bring your brand to life — authentically.

FIND OUT MORE