Whether you’ve owned a business or are thinking about starting one, branding that is true to your business identity is a crucial component of attracting your ideal clients. You can have the most extravagant marketing budget, but if your branding falls flat, appears outdated, or just doesn’t live up to the quality of products or services you provide, you might find yourself in a tough position when it comes to selling yourself. When it comes to marketing your brand, your story – verbal, written, and visual – need to be positioned and communicated clearly. While a communications professional can certainly help with messaging and storytelling, your creative assets must line up, too.
In such a visual culture, recognizability really is key, particularly when standing out among your competitors. By drawing client and consumer eyes to a familiar look, you’re bound to have them more easily engaged than if your feed or website was made up of shots of varying quality or appearance. One way to ensure this is by selecting a photographer whose work represents the mood and style of your company. If you’re creating the photos in-house, you can achieve a similar idea by scouting out presets that embody the spirit of your brand. Google works wonders for finding these! The majority of presets will cost money to download, but considering the work a photographer put into creating them and the frequency with which you’ll use them, they’re well worth the investment.
No matter what you’re promoting, beautiful photography will establish a deeper trust in potential consumers. They’ll be able to tell you care about your product — enough to have it captured in its best light by a talented professional. Audiences may be skeptical at first glance, and it’ll help if there is accuracy in how your company is portrayed. More and more, businesses are simplifying their marketing, assuring customers that what they see is what they get. Remember: consumers are increasingly attracted to brands that inspire or support a lifestyle, not just sell a product or service. By creating and sharing content that they can relate to you, your brand is not only attractive but attainable.
Social media and your website will be a driving force in how your brand is viewed. And let’s be honest, we want it to be gorgeous! The best way to achieve this visually is photography that is not only beautiful to look at, but tells a story and invokes a feeling in the viewer — it might not be apparent right away, but this method will inevitably top the noise of flashy advertisements at the end of the day. The best art directors and photographer know how to communicate clearly without adding unnecessary information their shot.
Above: Herbivore Botanicals is a great example of a strong brand. It not only sells beautiful products in gorgeous packaging, but also celebrates a lifestyle.
Besides the obvious of wanting your brand to look its best, contracting a visual artist, whether a photographer or stylist, will only build your connection to community. They’ll likely be eager to post the work they did for you on their sharing platforms, all the while tagging your company and bringing you extra recognition. In the meantime, you now have a wealth of images you can share for several weeks or months, creating a cohesive feel to your branding while also sharing the photographer’s work to a wider audience. The payoff is twofold, and it will also increase your chances of working with them in the future. By forming a relationship with creatives in your community, you are entrusting someone to know your brand. The more readily they familiarize themselves with it, the better chance they will give it credit.
As a photographer and a marketer, I’ve progressively found it easier to identify someone’s photography without glancing at their username — but you’d be surprised how quickly your clients will be able to do this as well, visual background or not. Brand recognition is totally key! Have fun with the process, instituting a theme of sorts from the start, without letting it box you in. After you have a vision in mind, explaining your hopes to a professional will help solidify your grip on your product or service, while also identifying any holes you might not have noticed prior to your conversation. So: what’re you waiting for? If it’s time to kick start your business, or for a brand refresh, we hope we’ve offered some good reasons why!