As human beings, we rely heavily on sight to navigate our world which is why photography is such a powerful tool to use in creating your brand. In fact, eye-tracking experts report that, when it comes to mobile use, internet readers pay closer attention to information with images. People are more likely to trust, understand, and buy into your brand when you successfully use brand photography to build it. It is our job as an agency to help our clients understand that brand photography can and will be the most beneficial investment in your brand, throughout all of your marketing and advertising endeavors.
Brand photography, by definition, is the suite of professional photos that work with your established brand guidelines to truly speak to and represent your brand’s vision. Utilizing photography, specifically to provide a voice for your brand, helps create a visual marker for your brand so that it can be recognized immediately by the consumer.
Using photography in your marketing is the perfect place to tell your brand’s story and explain your “Why” in order to establish an emotional bond with your consumer. Your brand needs to be consistent and intentional about the message you are sending no matter what platform you are sending it on. Photography has the power to differentiate and elevate your brand to help the consumer understand why your product is the best one for them. BONUS! Using photography to solidify your brand also helps provide potential buy-in for prospective customers.
Now you might be thinking… “ok I get it, but what types of photos do I need?” Luckily for you, we’ve listed a few below.
- Update your old corporate headshots so people know what you actually look like.
- Have a tangible product? Take shots of your product in use.
- Schedule a shoot with your team working and collaborating with clients or each other for various marketing channels (social, website, print ads, etc.).
- Have a fashion line? Take editorial or high fashion shots of your clothing.
- Do you have an apparel brand? Take flat lays of multiple products or stage a branded lifestyle photoshoot.
- Are you an influencer? Get shots of you using the product you are influencing.
- Highlight your clients! Schedule a shoot to capture your clients with your product or service and share their success stories.
To get a bit more insight into this topic, we decided to do a quick Q & A session with our CEO and Photographer, Kevin Tydlaska-Dziedzic.
Q – Why do you feel Brand Photography is so important?
A – The importance of brand photography has shifted in the last five years or so, and for good reason. Showcasing who you are and why you do what you do has become the primary focus for a brand as it’s the best way to convey its message in a profound and creative way. It is also one of the best ways to emotionally captivate a potential client and is often your first opportunity to make a powerful first impression — particularly in the digital world. Furthermore, professional brand photography adds a certain elevated value to your brand which adds value and weight to your messaging. Great Photography immediately adds to your perceived value which builds immediate trust and slates you as a brand that values exceptional work, integrity, and excellence.
Q – What do you feel is the best place to start when shooting for a brand?
A – The absolute best place to start is with your why. Why do you do the things you do? What is your passion and why is it your passion? Understanding your why, will set your Photographer up to successfully capture your messaging and branding through imagery.
Q – What is your favorite camera to shoot with?
A – Oh I’m a Canon guy! Canon all the way.
Q – What is 1 piece of invaluable advice you can give to a brand just starting?
A – The very first piece of advice I give to any client is, to really dive into why they are creating the adventure they are about to travel, and how they want to positively impact the community they want to serve. I believe that is the FIRST path to travel with any brand.
Q – What is one common misconception with brands using photography.
A – Typically I find that people don’t entirely understand the value of professional photography – particularly the cost behind the craft. Sure, one can take a compelling image with their cell phone, but much more goes into the creation of a high-end photo. Photography is a specialized art form and while everyone can take a photo, true artistry goes into the creation of an image. There should be a story behind the image — a narrative that you can follow throughout. Photography goes beyond the technical requirements to take an image — it is an art, and you want a trained Photographer to be crafting your imagery, that is where the magic is really drawn out which can only benefit your brand. It’s all about telling a story through imagery – so be sure to collaborate with a photographer who understands the technical aspects of photography, but also the art behind the craft.
Here’s the thing, if you want your brand to look professional, you need to hire one. Utilizing photography to further your brand is by far more successful when you can find a skilled photographer who can showcase your personality, your passion, and your process. With a properly crafted message and visual story, the sky’s the limit for you and your brand. If you’re not quite sure if you’re ready to work with an agency, check out last month’s blog. Or maybe, you’re ready to let pros like BKN Creative help you reach all of your goals!
