A Comprehensive Guide

Boost Your Brand’s Impact with Professional Photography:

Professional photography is a key component to communicating your visual story. Whether you’re just staring out or have been doing this for a while quality photos are always a key component to your brand.

BRANDING – a large topic – really large –

Today lets talk visuals for a few minutes, how they relate to as well as help your brand.

Brand visuals are key for convincing customers to do business with us, but how do we communicate it? One powerful visual tool is photography. Don’t let the word brand intimidate you. Read on and you’ll see why it’s an important part of your business and how photography can help you stand out.

Why is branding important?

Customers don’t buy just products, they buy experiences. When consumers go through the process of selecting a product or service, they are influenced by what they perceive your brand to be. When I talk about branding, or ‘lifestyle branding’, I’m referring to how all the services and products you offer add up, the overall experience you offer customers. It’s the essence of your personality, your way of doing things, the interaction you promise. 

Branding is:

‘what people remember you when your not in the room’

Many entrepreneurs, online businesses and sole business owners offer more than just one product; they offer a range of services or products which fit together to make a cohesive offering. If you find yourself in that position, your branding is crucial to attracting customers.

It’s not enough to have a cool product, or even a great photo of that product on a modern website. You need to communicate a personality, a brand-story, photography can be one of your secret weapons!

Professional photos are key to visual storytelling

People love stories, we always have. A professional photographer can be the difference between a static shot which gets the information out there, and a story. What do I mean? Let’s say you’re a florist. While you may be able to apply filters to your iPhone and get a pretty photo of a bouquet of flowers, a session with a professional photographer can do so much more. Imagine if you had images of huge bunches of flowers, their colours complementing each other. Then close-ups of florists carefully constructing a bouquet. The owner of the company laughing with an employee. The delighted look of a customer receiving their bouquet of flowers. All of a sudden, you haven’t just got some gorgeous photos, you’ve got a story. This is what you get with an experienced brand photographer. They don’t just click the shutter and move onto the next shot. They consult with you to understand your business, the feel you want to create, and make sure that comes out in every image.

When your photos tell a story, customers sit up and take notice, because they can put themselves in that story. When you invest in professional photographs, you take your company from transactional to personal. Customers can relate more deeply to a person than an object, so they are engaged and more likely to do business with you.

Headshots tell stories.

Most of us freeze when faced with a camera but a professional photographer knows how to help you relax and how to bring out your personality. They have the tricks to get you to smile, which is crucial in order to come off as approachable and attract new customers. They’ll make sure your brand comes through in the images.

This is almost impossible to achieve with a selfie or your best friend taking your picture with an iPhone. A professional shoot will do way more than produce a static portrait. You can have photos showing you doing your job, you in your environment, team members interacting, your team working in different settings, your customers experiencing your service. This variety creates atmosphere rather than being static.

Personal brand photos vs. generic stock

While stock photography may seem like an attractive investment, especially to new businesses, it is generic. What if your competitor buys the same stock images? It doesn’t help communicate a message of professionalism or uniqueness.

There are a few options to help solve the problem.

FIRST: Personal brand photography with a bit of a stock spin while capturing them. Your hands, your props, your office / workspaces as a backdrop. These types of images help communicate to potential customers or clients what it would be like to work with you, buy your products, they experience they will have.

SECOND: Stock Photography there are varying levels of stock. FREE is just that FREE and you can bet your bottom dollar millions are using those images. So the likelihood of someone in your industry using the same images is high unless they’ve invested in personal brand imaging or purchased higher quality stock. If you can find a ’boutique’ source of stock photos, that align with your style and brand vision you can set yourself up for a beautifully crafted brand story without breaking the bank.

I talk about this allot deeper in this blog post: Custom Branding vs Stock Photography & How to Stay Authentic to Your Brand with Stock

I truly believe you can have a mashup of personal brand images depicting the essence of your business interspersed with good quality stock photos to create a visual brand story people can’t wait to get to know you and do business with you.

Before I leave you, the two lovely ladies featured in this post are:

• Dr. Nathalie Beauchamp – is a chiropractor, a former professional natural figure/bodybuilder, a wellness consultant, speaker, author, and radio & TV personality. Her mission is to empower people, globally to take control of their health and lead happy, productive lives. Find her and her books online at: DrNathalieBeauchamp.com

• Dilhari Fernando – a Strategist, practitioner and communicator of sustainability. Leader of change. Integrator and influencer. Partnership broker & collaborator. Contributor to a cleaner and fairer planet. Find her on LINKED IN.

Would you like to discuss a personal brand session for your business? Reach out, and we’ll devise a plan to capture your brand-story.

Yours in creativity,
Annemarie

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