Brand Photography: A Must-Have for Small Business Growth
In today's world, where visuals play a crucial role in marketing, brand photography has become a highly effective tool for small businesses and marketers. Brand photography is not just about showcasing your products or services but also about building an emotional connection with your audience. When I made the decision to invest in a brand photoshoot for my own business I needed it to work. At the time I knew my services were valuable and had professional photos but was still struggling to communicate that value and book clients. The thing that changed everything was taking a storytelling approach to marketing. In this blog, I'll share the power of brand photography for small businesses. Including how you can leverage it to your advantage, the results I saw in my OWN business, and how you can plan a successful photoshoot. Let's dive in!
What is Branding Photography?
To start things off, brand photography is way more than just photography. Brand photography is a form of visual marketing that showcases a brand's personality through a collection of professional images. Instead of looking to the latest trends to drive the visual strategy, a brand photographer will look at your business. Who are you serving? How do you serve them? What differentiates you from others in your market? By keeping your marketing plan and goals in mind while creating visuals, you will be able to capture photos that establish recognition and trust among customers.
Benefits of Working with a Brand Photographer
There are so many ROIs when it comes to brand photography. From standing out from competitors with high-quality visuals to increasing brand awareness and recognition on social media platforms like Facebook, Instagram, and Pinterest. To have a marketing plan laid out so you don't have to worry about what to post. Let's explore them more below.
Differentiating Your Business from Competitors
Chances are there are a lot of people offering the same thing as you. You have a short window of time to grab someone's attention and communicate why you're better than the alternative. A few years ago I worked with FLOAT, a luxury spa in Santa Barbara, California. They had an adorable shop near State Street, the cutest lobby, a curated collection of gift items in their lobby, and the kindest staff. Their Instagram account however told a very different story. The poor-quality iPhone shots and generic stock photos actually took away from the value they offered. From an online perspective, they were just another spa. Through a personal branding shoot, we introduced people to who the brand actually was. Their new visual identity helped communicate how valuable their business was and differentiated themselves from other spas in the area.
Increasing the Perceived Worth of Your Services & Products And Why It Matters
"Imagine that it's your birthday. Your best friend arrives at your doorstep and says, “Happy Birthday!! Close your eyes and put out your hands. I have a gift for you!” As you open your eyes you see a brown lunch paper bag. Inside under the tissue paper, you find the most beautiful Tiffany bracelet. You let out a gasp, “It’s so beautiful” BUT in the back of your mind you wonder, “Is it real? Is this a knock-off?” Something about the presentation has you skeptical.
Okay, now rewind!
It's your birthday! Your best friend arrives at your doorstep and says, “Happy Birthday!! Close your eyes and put out your hands. I have a gift for you!” This time as you open your eyes you see a signature eggshell blue box from Tiffany's wrapped in satin ribbon. Before you even open the gift you know that whatever is in that box is going to be flawless, valuable, and beautiful."
I heard this story from Shay Cochrane, a few years back and will never forget it. What immediately stood out to me was this. It was the EXACT. SAME. PRODUCT in both scenarios. However, how the gift was packaged made all the difference. It really isn't much different in your business. In the eyes of your ideal client, your product or service is only as good as the images you use to represent it. To say it another way, the "packaging" for your business is your imagery. Don't underestimate their value.
Boosting Your Revenue & Online Sales
”People buy from people they know, like, and trust." You’ve probably heard this before but it’s absolutely true. Think about the online small businesses, educators, or influencers that you follow and invest in. There are other people offering the same things as them but you follow them because of who they are. The biggest mistake or missed opportunity I see small business owners make is not showing up personally on their Instagram, website, etc I'll hear people say, "But I don't want to be the face of my brand." Trust me, using brand photos to introduce potential clients to the person behind the brand doesn't mean you're the face of your brand. That imagery is used to build trust and connection which is something you need before a sale happens.
Planning a Successful Brand Photography Shoot
When it comes to planning a successful brand photography session, one of the first steps is choosing a photographer. The right photographer should have experience in capturing brands and a strategic approach built into their creative process. Consider their portfolio, style, pricing, and ability to understand your current marketing pain points.
Preparing for Your Branding Photoshoot
I'll never forget planning my first brand photoshoot. To prepare, I saved trending photography poses to my Pinterest boards and selected props that would look good in a flat lay together. The images came back and were beautiful. However, I'd made one huge mistake. I had never stopped to consider my marketing goals and strategy. Suffice it to say, my website and Instagram feed looked pretty but it wasn’t getting results. Before your personal branding shoot, start with a solid strategy and look at your marketing goals to drive the direction for the shoot. Consider how you want people to feel when they interact with your brand and use that to guide your planning.
Selecting the Right Props and Location
When it comes to a branding session, selecting the right props and location is crucial. Look for a location that aligns with the aesthetic of your brand and ensures consistency in your brand photography. Lighting also plays a key role in creating high-quality brand photos, so choose a location with good natural light or make sure your photographer has experience with artificial lighting. Only use props that are relevant to your business and contribute to the consistent visual look of your brand. Don't just choose things that will look good in photos. I learned this the hard way at my first branding shoot. While both photos are beautiful from a “technical” standpoint the story each of them tells is vastly different. If you came to my website and saw the image on the left you’d be confused about what I did. The photo on the right tells a much stronger story about being a brand photographer and the tools I use.
Making a Timeline
Whether you’re planning your first or seventh photoshoot having a timeline is the key to keeping you and your team on track. Remember, things will always take longer than you think so when in doubt err on the side of more time instead of less. An area that people typically forget about is set-up and teardown. You'll need time to unload your gear, scout out the location, greet other vendors, lay out all your props, and get set up. Include this on the timeline so you're not rushed and stressed while taking photos.
How to Leverage Brand Photography in Your Marketing Strategy
When it comes to incorporating the photos into your content marketing strategy, start by identifying key marketing touchpoints. From your website and blog posts to your email signature and social media profiles to welcome and pricing guides. Brand photography should be integrated across all your marketing materials. All these things add a personal touch and help create a polished brand identity.
Conclusion
Remember what I shared earlier about my first branding session and how I didn't get many results? A few years later I did another branding shoot. This time I took a strategic approach. I chose an on-brand location, brought in props I actually used, had a more versatile wardrobe, and looked to my business instead of the latest trends to drive strategy. The results were almost immediate! I booked one of my DREAM clients in less than 4 months. I went from feeling embarrassed about my website to being excited and confident to share it. I saw higher engagement on my Instagram feed and more visibility with my target market. And one of the best parts is that I continue to post the same photos THREE years later. Why? Because they're rooted in strategy they're still working for my brand and getting me results. Talk about an investment that paid off!
By using high-quality and visually appealing images that represent your brand's values and personality, you can differentiate yourself from competitors and create a memorable impression in the minds of your customers. Book a free discovery call to learn more about my brand photography experience for small business owners.
