The Photographers Guide to Brand Photography.

WHAT IS BRAND PHOTOGRAPHY?

The lowdown on just exactly what brand photography is, what a brand photographer does, what you need to do to make your brand photography work for you, and why just about every business should be hiring a professional brand photographer if they want to make an impact.

It’s a rubbish phrase isn’t it, we have all heard of branding and brand photography but what exactly is it and why is it so important when running a business?

Branding isn’t just a logo on a fancy business card, it goes so much deeper than that, it includes your company's values, core beliefs, and reason for existing ( am I getting too deep for the first couple of paragraphs). It is your identity, it’s what separates you from your competition and what makes your clients want to work with you.

Brand photography can be anything linked with your business, from portraits of the people to the products and the places or even props and flat-lays that link together the aspects of your business.

Having a range of on-brand photographs gives you a visual identity that matches the tone of your company's identity which can work alongside a great logo and some brand colours that can help to keep your brand consistent such that it is easily identifiable.

That consistency alongside imagery that helps make your business easily recognisable, will help clarify and solidify your place in the market to your followers, customers, and clients.

WHO NEEDS BRAND PHOTOGRAPHS?

Really every business should have some brand photography. Whether you are a sole trader or a massive international. Telling your story to the world visually is so important.

First impressions are formed in just 50 milliseconds, that's 0.05 seconds be that on your website or social media.

87 per cent of engagement on Facebook includes posts with imagery. Tweets that include images receive 150% more re-shares.

It is particularly useful for start-ups or those who are looking to re-brand, but it is never too late for any business to start taking their brand photos seriously.

That doesn’t mean that you can’t share your own pictures too, combining these with behind-the-scenes images can be valuable.

SO WHERE DO YOU START?

My advice would be to research your photographer, find someone whose style you like and whose own brand is closely aligned with your own. Not only will that mean that you will end up with the style of photographs you like, but hopefully you will get along and be able to build a rapport.

Remember your photographer will not only make you and your products look good, but they should be an advocate and ambassador for your brand.

Hopefully, they will be someone you will want to build a long-lasting working relationship with. So don’t be afraid to ask for a meeting beforehand so you can see if you get along.

Think about the story you would like to tell. Do you need photos taken in a studio or are you more of a lifestyle or outdoor brand? If you are not sure, talk to your photographer about your business too. Personally, I love helping my clients find their USP (unique selling point), and it is often easier for someone outside the business to help you identify it. Your photographer will be bursting with ideas and ways to show off your brand.

Think about your clothing, bring at least a couple of different outfits to your shoot, you will not look the same in all your pictures and they can be used more often. Wear what makes you feel good, comfortable, but also represents the 'business you'. It might be something in your brand colours, or you may want a corporate look and a casual look so you can use the photos for different clients or occasions.

Build a library of pictures that you like, share these with your photographer, so they can gauge the style of imagery you like. I usually suggest Pinterest to my clients as it's an easy way to find and make collections of images that you can share.

Think about how you would like to use your pictures, Make a list of the shots you might like. If you have any ideas for certain social media posts, now is a great time to get some unique images to go alongside them.

HOW CAN I USE MY BRAND PHOTOS?

There are so many uses for your brand photos. Your pictures aren’t just for your 'about me' page or your LinkedIn profile.

Use them on, your Instagram/Facebook/Twitter/LinkedIn posts and stories

Also as Cover and profile photos

As an email signature

Pop your pictures into graphics which you can make easily using software like Canva,

or into a video using a program like Quik.

They can be used in your PDF documents

Webinars

Podcasts

In your online store.

They can form part of your press and PR package

Help illustrate your online courses

On your business card

Most pages of your website ( or all if you are so inclined)

Your Blog

Brochures and newsletters

On your thank you cards

And you could even send one to your parents!

WHEN SHOULD YOU GET STARTED?

Sorry but there isn’t a perfect time and no magic wand which will make sure you are a perfect weight or don’t have a spot that day, I know, I've wished for it too.

If you are nervous about having your picture taken, you shouldn’t be, your photographer will want to make you look your best, and if you do have a particular hang-up, there is always photoshop! Talk to your photographer about it, they will not judge and will try and avoid certain angles, etc, to make sure you are comfortable. These things are usually only the things we notice in ourselves.

Try out a few poses in front of the mirror. Chin up, isn’t always right for everybody, no matter what you’ve been told. And if all else fails remember, no one else has to see the photos if you don’t want them to. The perfect time is now!