How do you look? The importance of brand photography (and what makes a great photo)
Whenever people ask me about using photography in marketing, I tell them there are only two rules:
1. A great photo can’t be beat
2. No photo is better than a bad photo
Stick to those rules and you won’t go wrong. Here’s why…
People judge you by how you look
We’re always told to never judge a book by its cover. Yet we all do it. The cover is what draws us in and makes us pick up a book in the first place. It forms our initial impression.
That impression might change when we read the blurb and it’ll likely change again after we’ve read what’s inside. But we only get to that point because of a positive first impression.
We do exactly the same thing with businesses. Each time we interact with a brand, our experiences shape what we think of them. In marketing, this is known as brand image theory.
The way it works is that every touchpoint—ads, websites, packaging, products, customer service, etc.—influences how we feel. And the more positive experiences we have with a business, the more favourably we perceive them.
Brand image is what makes us choose and trust businesses. It’s also what makes us ignore or ditch them.
Brand photography is a big part of brand image theory because, well, photos are everywhere.
Like the cover of a book, photos are almost always the first thing customers see when they come across your business online (think profile pictures, website banners, social media posts, product pages, search results, and so on). Which makes them the thing people base their earliest perceptions on.
Still from Crystal Waters COVID19 Business Documentary Series by The Willcox Collective
And good visual first impressions matter. 55% of all brand first impressions are visual and 94% of first impressions of your website are based on how it looks.
In other words, if your photos aren’t good, visitors might get the wrong impression and you’ll never see them again.
Will a good stock image do the trick?
If you want to create the right first impression, probably not.
Stock images have their place in marketing. They’re affordable (free in some cases) and can be used to quickly get your point across in social media or blog posts. And there are some beautiful stock photos out there on sites like Unsplash that might be relevant to your brand. I’ve used them a few times over the years.
But (you knew it was coming)...
They can do more harm than good for your brand image.
In the age of AI, people want businesses to keep it real. 88% say authenticity is important when deciding what brands they like and support.
Stock photos don’t do authenticity well.
They’re generic by design, which means they lack originality and don’t always reflect your brand colours or feel.
Using them can appear lazy, especially if a photo is unmistakably stock. Like, say, this:
Another problem is that they’re available to everyone. A quick reverse image search of laughing rich guy found 1,400 results from different websites.
If someone visits your website or social media profiles and recognises a stock photo from somewhere else, they might assume you’re not legit—particularly if the image is linked to a negative emotion (e.g. spammy marketing or a scam).
That’s not the kind of first impression you want to make. It’s not the kind of second, third, fourth or one-hundredth impression you want to make either.
By all means, use stock images in a pinch where you need a quick image for a post. But keep them away from your branding.
Where push comes to shove, if you can’t invest in a photographer, phone cameras are good enough these days that you’re better off taking your own photos. You’ll guarantee authenticity and have sole ownership of your images.
If you can’t do that, let words get your message across.
What makes a great brand photo?
Three things:
Authenticity
Branding
Purpose
We’ve touched on authenticity already. People want to see genuine, original, relatable photos.
Branding covers everything from composition and colour scheme to wardrobe and personality. It’s what makes your photos unique, shows your identity, and tells viewers a story that you later backed up with words.
Purpose is the reason for investing in brand photography in the first place. A great photo has intention. It’s created to help you accomplish a goal. Whether it’s to promote yourself, your business, or a new product, a great photo is cohesive and impactful.
Nailing these three things means getting three more things right:
The brief
This is the what and why behind your photos. It defines your purpose and story and determines the type of shoot and photographer you need.
You can create your own brief by answering the following questions:
Who is your target audience? Or, to put it another way, who do you want to appeal to? If you’re unsure about how to answer this, check out Jules’s guide on getting to know your ideal customer.
What kind of message do you want to get across? Do you want to show your creativity? Convey professionalism? Highlight specific features about your product or service?
What type of photos do you need? Personal brand photos? Product photos? Lifestyle photos? Headshots? Workspace photos?
Where will you use the photos? Are they for your website, social media, event, ad, pitch deck, brochure, or just general marketing?
Your answers will give a photoshoot direction and help your brand photographer deliver the best results.
2. The location
Location sets the mood for your photos and adds narrative that connects with your audience.
For example, if you’re an artist, using the art-filled backdrop of a studio will help your images feel creative. But if you want to show professionalism, a more neutral background is a better choice as it places the focus on you.
Your brief will inform and inspire your location, but there are essentially two options:
In-studio: Best for headshots and product photos
On-location: Best for lifestyle shots, workspace photos, and personal branding photos
For studio photoshoots, your photographer will have a dedicated space, or be able to hire one for your photoshoot.
For location photoshoots, there are a few things to think about.
Start by researching locations. Google and social media platforms like Instagram and Pinterest are your friends for this.
Have two or three locations in mind (choose indoor locations as well as outdoor, in case the British weather decides to do British weather things) and visit them to see if they’re suitable.
For each location, ask the same questions:
Is it safe and comfortable? Do you feel confident here? This is important in public spaces, especially if you’re self-conscious
Do the colours match your brand or personal preferences?
Do you need permission to use the location?
Is the lighting flattering? Indoor locations should have lots of natural light
Can you shoot from various angles to capture different types of images?
Is it accessible?
If you’re unsure whether a location is right, invite a photographer along. They’ll know immediately.
3. The style
Style is what gives your brand photos a consistent look and feel. Each photo should create the same impression. It should also work with all other visual elements of your brand.
This means arranging wardrobe, styling and setting to complement each other, and your brand.
Location plays a big part in the style of your photos (think about how adventure brands use mountains and forests), but you’ll also need to think about composition:
Do you want to be more person or product-focused, or have a more lively, crowded approach with lots of things going on?
What about lighting? Where possible, always try to shoot with natural light as this creates natural-looking photos. If you need to use artificial light, think about what mood you want lighting to create.
Composition should also reflect your brand colour palette.
When is the right time to invest in brand photography?
Whenever you have something to tell or something to sell:
When you’re rebranding, updated photos will align visuals with your new look, strategy, and personality
When you’re launching a new product, service, event, or website, good photos will say a thousand words
If you or your brand has had a visual change, photos give you an updated image
As your company grows, photos will keep team headshots and group photos relevant
If there is no significant change in your business, the general rule of thumb is to update your brand photography every 1-2 years to keep things fresh.
Some photographers recommend booking a photo shoot every six months. But even to me—someone who adores brand photography—that feels like overkill.
How to choose the right photographer
So, you’re ready to invest in brand photography. You’ve got a brief to hand and a location in mind. How do you find the right person for the job?
First of all, ask your network for recommendations. Word of mouth is always the best way to find a photographer you can trust. And it’ll save you a whole lot of research time.
Secondly, take to Google and search for photographers in your area. A photographer with local knowledge is handy for helping you choose a location.
Check out the websites and social media profiles of each photographer. Look at their:
Portfolio: Do their photos align with your brand? For example, if your brand is colourful and creative, but their style is more formal and professional, they’re probably not right for you.
Personality: You need to work with someone you get on with. Checking out videos, interviews, blog posts, and social media posts will give you a good idea if they’re the right fit.
Reviews: Do they have a proven track record? Looking at what past clients say is the quickest way to find out.
Price: Can you afford them? Brand photography is a sound investment, but packages need to match your budget.
Once you’ve found a photographer who fits the bill, set up a call. A quick chat will help confirm if you’ve found the right person. It’s also a chance for you to share your ideas and learn about how they work.
During the call, find out everything you need to make an informed choice. Here are some good questions to ask:
What does your process look like?
How do you work best? Do you like to create the vision or do you want me to lead?
What’s included in your package?
How many hours is the brand photoshoot?
Can you help me choose a location?
Can you help with wardrobe, hair and makeup, and prop styling?
How will I receive my images and what’s the turnaround?
The right photographer will have no problem giving you all the information you need.
You never get a second chance to make a first impression
It’s a cliche, but it’s true. A person’s initial perception of your brand can determine whether or not they become a customer. Look at your current photography:
Do photos do a good job of introducing you and your products?
Do they tell a compelling visual story about who you are and what you do?
Do they set the right tone for your brand?
If the answer to any of those questions is no, it’s probably time to invest in a brand photoshoot.
For more tips on how to create engaging brand photos, take a look at The Willcox Collective blog.
