Take your best shot.
5 reasons to embrace bespoke photography in your brand.
We are huge believers in the differentiating power of photography. A good photograph can elicit strong emotional responses, define pivotal moments in history and embody the spirit of a generation. It has the ability to capture an instance that can be perceived from multiple perspectives allowing us to derive our own sense of meaning.
A photograph connects the viewer to ideas, emotions and imagination, immersing them into a story that they can influence through their own preconceptions of the content captured within. This ability to connect on a psychological level with audiences, is quite a unique attribute of a medium that has evolved phenomenally since Joseph Nicéphore Niépce captured his View from the Window at Le Gras in 1826, and the role of photography in both society and business continues to transform exponentially.
I encourage my clients to represent their business by creating images that show their dynamic workplace and culture. Which in turn, sets them apart when clients are researching companies to work with.
Shane Nelson
Considering the proven strength and capability of photography as a visual medium it’s disappointing that brands often don’t see the value in using bespoke photography to tell their story and build deeper connections with their audiences. When discussing proprietary brand imagery with clients there’s often a misconception that commissioning a professional photographer to create an authentic portrait of the business will be a costly and time consuming endeavour.
A photographer can bring style and a strong sense of identity which makes it possible for brands to distinguish themselves from others.
Emmanuel Fradin
There’s certainly a convenience to using stock photography. However, when you factor in the time spent searching for images, manipulating or retouching them to fit your brand aesthetic and not forgetting the cost of all this effort on top of the initial image purchase, it all becomes a bit of a false economy. Particularly, when competitor brands may very well be using the same stock images as you.
You need to ensure that you are conveying the right message about your brand with the imagery behind it. Corporate images particularly, can look unconvincing and staged when using stock photography.
Shane Nelson
So in a time where the value of quality brand photography is much misunderstood we thought we’d share 5 good reasons why investing in bespoke photography will pay dividends for your brand.
1. Creating an authentic expression of your brand.
Commissioning a photographer to create images that truly reflect who you are a as business means that you can craft the creative to be a more unique expression of your brand. This is your opportunity to push the boundaries of creativity in your sector and achieve real distinction among your competitors.
2. Be distinct in the competitor landscape.
If all your competitors are using stock shots of generic office folk or snapping head shots on their phones with poor lighting and awkward composition then by embracing bespoke photography, you have the opportunity to elevate your brand to poll position.
3. Show up as brand of quality.
If you value your brand then you should value its expression in the market place. Audiences can swiftly determine whether a brand is worthy of their engagement through the quality of the brand image presented. So if you’ve invested in quality bespoke photography of your products, people and services you’ll not only catch your audiences’ eye but also draw it in.
4. Increase visual appeal of your products and services.
It’s a simple premise. If the presentation of your brand, products or services are homogenous and unappealing then you can hardly expect audiences to engage with them? As top chefs well know, the first bite is taken with the eye. So engaging a skilled professional to enhance the visual appeal of your brand is a smart way to get your audience salivating.
5. Build more sincere connections with your audiences.
A photographer can create a more purposeful expression of your brand imagery. One that can be thoughtfully crafted with a tonality and aesthetic that is designed to resonate sincerely with your audience. If your audience sees their world reflected in your brand then they are more likely to engage and endorse.
When I'm working on brand photography in offices, I don't like it to be too tidy and I don't want everyone smiling at the camera. I think some of my best work for brands is when I've captured moments within their environments that show it how it really is.
Mark Howe
Investing in proprietary photography is an investment in your brand’s equity. While there may be alternatives available, strengthening the connection with your audience should not be underestimated. And a talented photographer, with a sharp eye for creativity, can make the difference between brand imagery that compels rather than repels.
If you’d like to check out some of the work from the photographers quoted in this article, visit the links below.
Shane Nelson | shanenelsonphoto.com
Mark Howe | markhowe.co.uk
Emmanuel Fradin | emmanuelfradin.com
