The Importance of Imagery
Much like poetry, imagery intends to reach from human to human and connect us through sensory experience first through sight, then through the associations the image conjures in our minds. When it is done exceptionally well, it connects through the physical and emotional sensations it conjures.
Imagery is the original form of written communication. Its advent signifies the birth of the human imagination and its desire to document the human experience (also, much like poetry).
Your brand’s imagery should reflect the same things: its imagination and its internal experience.
This is where you can have fun with your brand concepts, get playful with your core values and stretch them to their creative limits. (All while adhering to your business plan, of course).