The Magic Behind Branded Photography
You know that feeling when you hear a certain song, smell something that brings back a memory, or experience the cool feeling of autumn kissing your cheeks reminding you why it's your favorite season? That magical feeling is what curated branded photography conveys to your potential clients. It pulls at the heartstrings and provides a glimpse of who you and your brand are. You instantly become more approachable, more hireable, and you'll end up booking more of your ideal client because they'll feel like they know you.
You see, a logo, font, and color palette are all things that go into a business’s branding, but it really all comes together when combined with branded photography. Photography has the power to make or break the unity that's created with a thoughtfully designed logo and color palette.
Your branding is the first impression your business leaves, and photography that matches your visual identity and feels cohesive with your brand elements is an intimate part of that. We represent our business more authentically when we use photography featuring our team, our resources, and our environment. It helps to pull back the curtain and show potential customers what's behind the logo and why you're the service provider they have been looking for.
Don't Take It From Me - The Importance of Brand Photography
I know, I'm a Brand Designer. Of course, I'd say it's important to match your photography to your brand. Seriously though, there are so many benefits to curating your photography. The numbers don’t lie:
People remember only 10% of the information three days after reading it. Adding a photo can improve recollection by 65%. (MDG Advertising)
Articles with relevant images get 94% more views compared to articles without images. (MDG Advertising)
67% of consumers say the quality of a product image is “very important” in selecting and purchasing the product. (MDG Advertising)
When a real photo was tested against a stock photo, visitors who saw the real photo were 35% more likely to respond. (CXL)
As you can see, brand photography, your logo, and other marketing materials should move as one unit helping to build brand consistency. It makes you more relatable and by sharing the people behind the logo, you can connect with your audience on a deeper level.
The Stock Imagery Route
Is having a brand photoshoot not practical right now? Sometimes you can't fit in a shoot, or you may not have the budget for one when you need photos. That is completely normal! While painfully boring and poorly selected stock photography has caused a bit of a bad connotation, it has come a long way in just the past few years! My two favorite free stock photo resources are Unsplash and Pexels, each featuring fresh photography to choose from regularly.
If you are able to spend a little on your photography, you can visit Shutterstock or Adobe Stock. These sites feature images that may not be as heavily used as ones you'll find on Unsplash or Pexels. Plus, there is a wider selection to choose from.
Either way, stock photography doesn't have to be cheesy or "random." You have the ability to select images that are thoughtful, beautiful, and can resonate with your audience. Once you narrow down your images, you can adjust the color and cropping to better connect with your marketing material. It is important to remember that when using these pictures, they aren't exclusive to your business so other brands can use it. I suggest that you work to make any stock photography you select as unique to you as possible.
What to Know Before a Brand Photoshoot
I'm pretty sure I've conveyed it by now, but custom photography will elevate your brand and establish a deeper level of trust with your dream clients. It also shows your audience what to expect from your business. Ideally, you would hire a professional photographer, but if you’re not ready to invest, you can always use your own phone or ask a friend!
Regardless of taking your own photos or working with a photographer, remember to capture a series of different types of shots. For example, you’ll want to get a headshot, a lifestyle, behind-the-scenes, and images of your products or services. Definitely don't forget to include your logo somewhere and find clever ways to incorporate the essence of your business wherever you can.
Before a session, make a note of your brand colors, business's energy, location, and any props you want to use to capture the essence of your photos. Everything from your imagery to your logo should feel like one unit as it’s shared throughout the internet.
Make sure you’re intentional with each piece of your brand photoshoot and what works for you and your business. If you are unsure of where to start or you haven’t prepped for a brand photoshoot before, we have your back! Check out our blog about prepping for a brand photoshoot!
How Often Should You Update Your Photography?
Have you ever gone to a website or looked a brochure that featured photos from '90's? Yeah, probably not going to hire those folks, am I right? While you don't have to take out your phone and snap a new picture weekly, you do want to update your brand photography consistently. I like to schedule photoshoots whenever I feel a shift in myself or experiencing a new season in my business.
If you’re still wondering how often you should update your photography, look at your business. Are you a fully online presence? Or a growing company with a growing team? Or a product-based company with seasonal releases?
Generally, you should update your photography when there’s a milestone in your business. Take time to reflect on your business and decide if what you have will resonate best with your audience, or if a new set of photos is needed. Trust me when I say you'll never regret having too many photos to select from!
My Final Two Cents
What you do next with your branded photos is endless. You can add them to your blogs, on social media, on your website, for paid ads, and so many other places. So get creative and share your brand whenever you have the chance!
Your brand is one of the first impressions your business leaves. Having a range of well-crafted photos will keep your brand consistent, relatable, and will help build trust! Remember, your business is an extension of you, so make sure that your branding is uniquely you!