Brand photography is an extension of your visual identity – the way you ‘talk’ to your customers through what you show in your photos and how they are edited. A carefully plotted photo library can serve a multitude of purposes, from being used on your website ‘about’ and ‘team’ pages to your social media channels. Especially social media – but more about that later.
Speaking of websites: while design and copywriting are super important things, your images are the heroes. Visitors to your website will never connect with a stock photo as they would with custom, unique and striking imagery that is yours and yours alone. It’s a cliché, but a photo really is worth a thousand words. Think about it – you can feel instant emotion or energy just looking at a photo…or feel totally bored, blah, even offended by a lacklustre one.
Just like people, products – and the way they are presented – must make an instant good impression on a customer. You have mere seconds to make your mark and stand out. Great quality photos will immediately show a client that you pay attention to detail and care about how you portray your brand. In just a few seconds you can tell a story: how a product can be enjoyed or how it improves someone’s life.
This is especially true if you sell a service and if that service involves customers dealing with you or your staff. It might seem like a cheat but it’s true: if your photos look professional, you immediately look much more trustworthy to deal with. If you’re an expert in your field, you should have photography that fits with that image. It proves that you know your stuff.
We live in an age of transparency, where customers want to see and know everything about a brand – including your face. In a report from eMarketer, 77% of buyers said they are more likely to buy from a company if the CEO uses social media, and 82% trust the company more. That means they want to see more of you on Facebook and Instagram, but also on your website, brochures and every other interaction. Photos with humans in them transform your products from the hypothetical to the tangible.
Anyone can buy a stock photo but your photos will be yours and yours alone. Own your one-of-a-kind thing, and don’t be shy to show off your unique processes. If you’re the consultant that has walking staff meetings in the park, show that! If you believe in your staff having work-life balance and work from home, show that! You don’t need to look like everyone else. In fact, it’s encouraged to show your difference.
Whatever you do with branding, it’s so important to be consistent. Customers are now expecting and demanding brand consistency across all channels. In other words, you might have the most beautiful shop and hard-working, friendly, superstar employees but if your website is a bit meh, the whole thing falls flat. Brand photography can help immensely to portray a uniform style.
It’s a funny thing but people like to see themselves (or elements of themselves) in photos. Adverts of smiling families eating cereal are not really selling cereal, they are selling happiness. Cheesy? Okay, yes, a bit. The point is, if you want to make a sale with your dream client, show him/her in your photos. Show them the ideal you are selling. Targeting overseas tourists? Grab some of your exotic-looking friends for a photoshoot. Selling to small business owners? Have your photo session in a bakery/nail salon/soap-making workshop. If you can see it, you can be it!
When it comes to social media, it’s been proven time and time again that visual content fare much better than text only. 91% of people like visual content over written content. Articles with images every 100 words get 2x the shares of other articles. If they have to read something online, 80% of readers only skim online content. In other words, they mostly look at the photos. And then you have to make dang sure there is something good to look at.
If you plan your photo session right and communicate with your photographer that you intend to use photos online, you can have endless options to keep all your social channels looking fresh and interesting. The proof is in the pudding: Facebook posts with images see 2.3X more engagement than those without images, while tweets with images receive 150% more retweets than tweets without images.
Still not sure if you can really justify the cost of a photoshoot? Download our FREE checklist and have a look at the list of possible uses:DOWNLOAD OUR FREE CHECKLIST