Before I get into the specifics, we need to start with the basics, so first I want to look at the term ‘brand’ in general.
Many people think that a brand is a logo or the colours that represent your business. In fact, when you start out in business, a logo is generally the first thing you think about. That and setting up your social media pages.
But, the truth is, you don’t put much thought into the brand itself; or at least you don’t realise that you’re not putting much thought into the actual brand because to be clear, your logo is not your brand.
I don’t want to shock you with that statement but it’s the truth. A logo is a visual representation of your brand but it rarely depicts what you actually stand for.
So, what is a brand?
A brand is the bigger picture. It’s everything you stand for as a business and business owner. It encompasses your ethics and values. How you will make your customers or clients feel. The journey you will take them on.
Jeff Bezos once said ‘Your brand is what other people say about you when you’re not in the room’ and I think that’s a powerful statement.
Let that sink in for a second. When you walk out of a room (let’s say at a networking event), what will people say about you?
It won’t be, ‘have you seen her logo?’ or ‘his brand colours really suit him’. They will be talking about your personality, your business personality, their experience with you, how you made them feel, the service you offered, the journey you took them on.
No one recommends you for your logo. They recommend you because of the experience you gave them.
Ikea is a great example. When you think of this store, do you automatically see their logo or does your head instantly go to meatballs?
If you’re not a meatball lover, maybe your thoughts went to the layout of the store or the price of the products.
Wherever you went, it was down to an experience or feeling Ikea has given you. Your first thought wasn’t their logo.
Don’t get me wrong, your logo and colours are super important for your business but they form a small part of your overall brand; they are not the main entity.
How do you showcase your brand?
Now, that’s a slightly more complicated question because ultimately, everything you do will showcase your brand.
The way you speak at networking events, the wording you use in your marketing posts, the way you pitch your business, the recommendations you get and of course, there is the visual element.
Whilst a logo rarely showcases your brand, the images you use certainly will.
What is brand photography?
So, that leads me to the main question. Brand photography is possibly one of the easiest and most impactful ways you can showcase your brand.
Ever heard the saying ‘a picture paints a thousand words’? Well, case in point!
A branded image will sell, sorry, I mean tell a story. A great brand photographer will get to know you and your business and understand what it represents and stands for, and the images they produce will have a powerful impact on your ideal audience.
Many business owners will choose to use stock images but to be honest, it’s time consuming, fake, and obvious to the consumer. They don’t stand out and they won’t showcase what you’re really all about. It won’t showcase your brand identity.
Brand photography comes in many forms. It can be photos of your products or of the people in the business and they are always designed to create a want and a need amongst your followers.
Your images should have the M&S effect!
It’s all about storytelling
Think M&S at Christmas.
The images of the food they offer is down to a great brand photographer. It makes your mouth water. It immediately transports you to the dinner table at Christmas where you’re laughing with your family and enjoying the most scrumptious food.
That’s great brand photography. That’s great storytelling. That’s showing the essence of the brand.
Imagine having that impact. Imagine your followers looking at your photos and feeling a need to work with you because you’ve transported them to a place that makes them feel good.
Whether you’re a product or service based business, what you do makes someone’s life easier in one way or another and your images should paint that picture in their mind. Your images should have the M&S effect. (It’s a new term but I like it!)
Ultimately, brand photography is a way to engage with your audience on another level. When you’re marketing your business, your images are the first thing they see so you need them to stand out.
If your photography is great, they will stop scrolling and want to hear what you’ve got to say.
It’s all about impact and great brand photography does exactly that; Impact!
Whilst I understand that brand photography is another investment you need to make, the reality is that it’s a great way to build trust and help your followers to understand the benefits of using your products or services. Personally, I think that’s an investment worth making and it’s not as expensive as you might think
And the great news is, it doesn’t matter what stage you’re at in your business, it can be introduced anytime. Whether you’re just starting out or you’re having a rebrand, brand photography can elevate the true essence of your brand and take your business to new heights.
What are you waiting for?
Invest in Brand Photography for your business
Whether it’s a one-off brand shoot, or keeping your images up to date throughout the year (see my pay-monthly subscription), I’d love capture you a bank of on-brand images that get you noticed.
