I find that using photos or images in your marketing materials is a key factor in how your business is portrayed. Not just any image, but the perfect one that conveys the message you want to have for potential clients/customers will respond to. If the photo or image you choose doesn't have an impact, then don't use it. Sometimes it takes me a long time to find the 'right' image. But the time spent doing that is completely worth it. Most of my clients, when they get the 'right' picture, they use it over and over again, almost like a visual slogan. It keeps all the design materials consistent, and the result is when people see that one image, they know exactly who it belongs to.
Let's play a visual game, can you picture in your mind which ones I'm describing below?
1. The thumbs-up for Facebook.
2. The gecko from Geico.
3. The clydesdale horses from Budweiser.
4. The Dos Equis: the most interesting man in the world (This is kind of an obscure one, but I'm sure you've seeing his picture in countless Facebook memes. He's the guy with the white beard and lounge jacket).
5. The swoop from Nike. (What is that thing anyway?)
Okay, I bet you could come up with a lot more, and some really, visually-stimulating ones. It just proves my point. The photo/image you decided to go with for promoting your business, it's a really important piece of the puzzle... so choose wisely.