How to Create Imagery Guidelines that Scale with your Business

Brand Guide for Creating Your Imagery Guidelines

Imagery can elevate a brand or confuse your audience. Consistent, purposeful visuals are key to building trust and recognition — especially in competitive markets.

Most startups skip this step, then wonder why their brand looks scattered across their website, socials, and pitch decks.

At Noize, we’ve seen the difference defined imagery can make — from closing investor decks to doubling engagement online.

This guide gives you everything you need to create imagery guidelines that scale with your business.

Imagery can elevate a brand or confuse your audience. Guidelines are necessary across every touchpoint.

What Are Imagery Guidelines and Why They Matter

Imagery guidelines are part of your brand style guide. They define how your brand uses photography, illustrations, icons, and graphics — across every touchpoint.

They typically include:

• Brand-approved photography styles (light, dark, candid, posed)

• Image subject matter (people, product, abstract, real-life)

• Editing treatments (filters, saturation, contrast, overlays)

• Use of icons, illustrations, and stock imagery

• Placement rules for overlays, logos, or type on images

In Australia, most growing businesses use image libraries from tools like Canva Pro, Envato, custom shoots or a combination of these. Consistency becomes essential as you grow your design and marketing teams.

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Why Imagery Guidelines Matter for Founders

• Visual consistency builds trust A consistent visual language tells people your brand is polished and intentional.

• Faster content creation Your team knows what to use (and what to avoid), so campaigns move quicker.

• Better design partnerships Designers, photographers, and freelancers hit the mark faster when you give them guidance.

• Scales with your growth As your business expands, you won’t need to re-explain or re-do your brand look.

Real Talk: One Noize client struggled to land PR features — every press release used a different headshot style. Once we defined image rules and applied them everywhere, their brand looked 5x more credible. 

The result: 3 major features in one quarter.

Consistency becomes essential as you grow your design and marketing teams. This is the purpose of your imagery guide.

What You Need Before You Start

• Your logo and brand colour palette

• Defined audience persona and brand tone

• At least 3–5 reference images that feel “on-brand”

• Canva Pro or access to stock libraries (e.g., Unsplash, Shutterstock)

• A simple layout tool (Google Docs, Figma, ProDesk, etc.)

Mentor Tip: Don’t try to make your brand fit trends. Your images should support your values, not just aesthetics.

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How to Create Imagery Guidelines in Australia:

Step-by-Step

Step 1: Define Your Brand’s Visual Personality

Start with your brand traits: Are you friendly, polished, edgy, minimalist?

• Choose 3–5 descriptive words

• Match each with example imagery

• Describe how those qualities appear visually

You’ve now got a tone-based lens for selecting visuals.

Step 2: Set Image Do’s and Don’ts

Clarify what fits (and doesn’t) your brand look.

• Approved subject types: people, office shots, illustrations, etc.

• Image formats: square, vertical, full-width

• Forbidden styles: cliché stock, over-filtered, unclear composition 

Your team avoids inconsistency and knows exactly what “on-brand” means.

Step 3: Create a Visual Reference Library

Build an internal folder or mood board with approved assets.

• Organise by use case: website, social, print, pitch decks

• Add notes on where each style should be used

• Share via Notion, Canva, or Google Drive 

Anyone on your team can find the right image style instantly.

Step 4: Document Usage Rules

Codify how images should be used.

• Logo overlay rules (opacity, position, contrast)

• Typography on images (yes/no, placement, readability)

• Photo filters or treatments (grayscale, blur, etc.) 

Now your brand feels like one cohesive voice across every platform.

Step 5: Include This in Your Brand Style Guide

Wrap it all into your style guide and make it accessible.

• Add a section or page just for imagery

• Include examples of good vs. bad use

• Update as your brand grows 

Your designers, marketers, and partners will thank you — and your brand will show up with clarity.

Curate what you have, then build your library as you grow.

Cost of Creating Imagery Guidelines

Tool / Asset	Cost Range
Canva Pro	$15–$25/month
Custom Photography (AU)	$400–$1,200/shoot
Stock Libraries (Envato, etc.)	$20–$60/month
Brand Style Guide Templates	Free–$200
Visual Consultant or Brand Strategist	$500–$2,000

Tip: You don’t need a big shoot to start. Curate what you have, then build your library as you grow.

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Common Mistakes Founders Make

Using inconsistent image styles. Your website looks corporate, but your Instagram is boho chic. It confuses your audience.

No rules for freelancers or social media managers. They guess — and often miss.

Relying only on stock Overused photos kill authenticity. Mix in real, brand-driven visuals.

Ignoring accessibility Images with text overlays need to be legible. Contrast and size matter.

Forgetting to update the guide Brands evolve. Your image guide should too.

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What to Do Right Now

✅ Audit your socials and website — using the business mentor in a box [StartUpDeck.com ]

✅ Get an Imagery Portfolio Package with Noize to define or refresh your entire brand system [Noize.com.au]

COMING in 2026...

✅ Check out our free Imagery Resources Page from [ProDesk.com]

Brand image is different to brand imagery!

FAQs

What is the difference between a brand image and imagery guidelines? 

Brand image is how people perceive your brand. Imagery guidelines define how visuals should look to create that perception.

Do I need professional photography to define image rules? 

No, you can start with curated stock or team photos. Just make sure they align with your brand’s tone and purpose.

Where should I store my image rules? 

In your full brand style guide or a shared folder (Notion, Canva, ProDesk). Make it easy for others to find and use.

How often should I update my imagery guidelines? 

Review every 6–12 months or when your brand evolves significantly.

Can I use AI-generated imagery? 

Yes, if it fits your tone and looks professional — but always check licensing for commercial use.