Why You Should Invest in Brand Photography

Oct 2

Our brand photos were done by Xaris Photography in Colorado Springs!

Here’s a simple fact—people buy from people. Whether that be products, services, or choosing which nonprofit to donate to, we are wired to form human connections and are more likely to spend money with someone we like, know, and trust. While your messaging and marketing strategies play into this as well, brand photography is an easy way to quickly bridge that gap and create a meaningful connection with potential new clients or customers.

From a practical standpoint, a brand photography session can pay off in spades. It will make your web site design easier when you have a high volume of images to work with, and you can repurpose a lot of the photos in your social media posts and other account profiles or collateral. It allows for continuity between all of your marketing materials. Plus consumers are more likely to recognize stock photography these days, which feels inauthentic and can be replicated in many places online (I’m thinking of one Unsplash photo of a woman in a mustard yellow sweater that I have seen used approximately 8,977 times in the last year or so), diminishing a photo’s impact. Here are a few common objectives that I hear:

I’m Just Starting Out and Don’t Want to Invest in a Photo Shoot Yet

I hear you. And sometimes when you’re first starting out it makes sense to wait until you have some cash coming in before committing to professional services (design, photography, copywriting, etc.). But there are many photographers out there and you can probably find one within your budget (starting at a few hundred dollars) who is also just starting out, or offers mini-sessions. Facebook groups for Tuesday Mornings and Rising Tide Society may have referrals, or you can do a quick Google search for your area to screen potential professionals. Then, as your business grows, consider investing in a more established photographer or a bigger session package.

I Hate Having My Photo Taken

Oh boy, can I relate to this one. I’ve never enjoyed being in front of the camera, but finding a photographer you are comfortable with (preferably someone with a great sense of humor) can make a photography session less painful. Let them know you are nervous, and listen to their advice for posing, lighting, etc. Splurge a little on self-care before the shoot (get a haircut or your nails done) and find an outfit that feels like you (in other words don’t wear a suit if that’s not what you would normally meet a client in). Remember that while your face needs to be in some of the photos, it can also be helpful to have vignettes, candid shots, and product photography too. Think of props that you can bring that are related to your business—a laptop, notepad, tools, samples—these give you something to interact with. And if you have a team, consider having them in photos too! I felt so much better at our most recent photo shoot because I had people to react to in the photos vs. trying to act natural by myself.

I Have No Idea What Kind of Photos I Need

As far as our own brand photography, I have gotten the most mileage out of these types of photos:

Vignettes - These are little curated moments that highlight a detail or closeup of something tied to your brand. This is where those props come in handy. We have photos of our hands with paper and color samples, as well as closeups of our phones, hands typing on a laptop, a branded coffee mug, and hand drawn logo sketches. What objects tie into your brand and industry that could be used for photos like this?
Background Scenery - It’s important to pick a location that matches the vibe you’re going for, and bonus points if it has great natural light and interesting details. Or if you have a physical space or specific type of work location, shoot there! We had our photographer capture photos of the plants and architectural details in the space to use for layering images or social media posts. This gives us more images to work with that are all shot in the same lighting, edited the same way, and add some more interest to our materials.
Head Shots - Don’t forget about your About page! It’s often one of the most popular pages on a web site, and for good reason—people want to know who they are buying from or working with. Get some photos of you looking at the camera, maybe in a few different spots and poses. Let your photographer guide you, it may feel unnatural to angle yourself a particular way but they know what’s going to look best in the final photos. These can also be used on your LinkedIn or professional community profile photos and for team introductions on social media.
Candid Shots - I love having more casual pictures of me and my team working, chatting, basically doing what we do. Maybe bring in a friend to act as a client that you’re talking or presenting to. The goal is to show what your business does and what it’s like to work with you. I want people to see that we are friendly, professional, and collaborative with our projects. What values do you want to share visually?

Alright friends, how are we feeling? Any more open to investing in some great brand photos? They can really help tie a brand together (along with your other brand visuals) and better introduce you to potential customers online. Good luck getting that first photo shoot planned, and if we can give you a pep talk or answer any questions drop us a line!