The benefits of brand photography: How custom creative imagery can add depth to your visual identity
Building authentic business branding extends further than just having a beautiful logo. Yes, of course this helps, but to craft an enticing, engaging brand story, you need layers. Layers that work together harmoniously to paint a complete, detailed picture of who you are, what you do and why potential customers would enjoy engaging with you. And an important layer within your visual identity is photography. Maybe you snap your own product photos on your phone or perhaps you scour the web in search of that one perfect stock image - and to be honest, at one time or another, I’ve done both. And while there’s nothing wrong with either option, I’m here to suggest considering investing in your own brand photography.
But what actually is brand photography?
And is it really that important?
And does it mean I have to show my face because I’m awkward as hell in photos...
BRAND PHOTOGRAPHY: THE LOW-DOWN
Brand photography comprises a collection of high quality images captured during a custom photoshoot, planned and directed solely to craft authentic images as a custom visual representation of your business. Photos of your business, for your business. Factors like sets, props, colours and visual style are all considered and carefully planned to work with and uphold your brand story and imagery may include products, processes, team members, workspaces - all things that give a visual insight into your business and make you more approachable and relatable with your target audience.
Now let’s not confuse brand photography with standard headshots. While I’ve become a strong advocate for showing your face and being visually present within your business, I believe if you’re going to invest in professional photography, you deserve more than stuffy, pose-here-in-front-of-this-white-wall style headshots. ‘Professional’ doesn’t necessarily mean ‘corporate’, and if you’re a creative, passion-fueled artist, images of this nature make zero sense. Brand photography is an opportunity to be fun and artistic and represent you and your business in an authentic manner. No more bright lights and white walls and fake smiles.
WHAT MAKES BRAND PHOTOGRAPHY ALL THAT IMPORTANT?
Firstly, people want to connect with people. They want to form relationships and making your business more accessible and human is a way of engaging and priming emotionally invested buyers. Your audience wants to see you, so stop hiding!
Secondly, imagine having a stockpile of bespoke images just a mouse click away, ready to use across your website, social media, marketing collateral. Images you can be confident reflect your brand, your values and your style. No more editing photos on your phone. No more wasting time trawling the net for stock images that have confusing copyright. These images are created entirely for you, to add professionalism and authenticity to your visual brand.
Coming from a former business owner who relished every opportunity to hide behind her business (and honestly, it’s still an urge I consciously have to push back on), I’ve seen first-hand the benefit to my business by showing up visually. Showing up on socials, showing up on my website. And while being a model in your very own photoshoot is a daunting prospect, your audience don’t notice the things we tell ourselves are flaws. They see the artist behind their favourite pair of earrings, the florist behind that special bunch of blooms, or the graphic designers behind their brand new logo (oh, hey!)
Sold yet? I thought you might be. And don’t worry, I’ve got you covered. The Ink Garden is now teaming up with uber-talented photographer Dania from Lauren + Douglas Photography & Film to offer bespoke brand photography services as an optional extra with my current brand packages. Want to know more? Head over to my contact page and get in touch.