Photography is often a core element of a company's brand. But truth is, not every picture is worth 1,000 words. Too many companies use photography that can be characterized in four words: "What were they thinking?"
It isn't difficult to start a list of corporations that rely on outstanding photography to convey their essence to consumers: Nike, Target, Condé Nast. But your brand doesn't have to be a household name — and you don't have to be able to afford the world's most expensive photographer — to make photography work to your company's advantage.
Let's take a look at some examples of photography that are consistent, compelling, and on brand.
First create a Style
When creating your unique photographic style, start by thinking about your brand and your core attributes. Are you technical? Serious? Intelligent? Trustworthy? Helpful? Creative? Fun? Now look at your photography. Does it communicate these attributes? How you want customers to view you is the key to your photographic style.
You should also seek consistency by setting limits and narrowing your focus. Decide, for instance, if your photography will primarily be product-based, people-focused, scene-focused, or metaphorical. There are countless appropriate choices; which is right for your brand? Once you've decided, narrow again. If you decide to focus on people shots, maintain consistent lighting, background, and point of view so that all of your photography appears related. The reality is that the tighter you keep your parameters, the more interesting and consistent your images will be.
Please note: Consistency doesn't mean "sameness." No one wants to see the same photograph over and over. A consistent style is one where there are recognizable similarities between photos — in subject matter, background, color, lighting, and attitude.
- People Photography
Photography using people can be highly effective if done purposefully and professionally. It's especially important when shooting people to have an overarching concept.
If the people you are photographing are actual employees, your approach should be equally purposeful. What is the message you want to convey? Trust? Expertise? Competence? Friendliness?
- Product Photography
Need to make your product look enticing? It can be done if you think more like a marketer and less like a product developer or an engineer. Surprise your audience. Shoot your product from different angles, use close ups. Place your product in an unlikely setting. Use lighting in creative ways. Product photography can be both accurate and beautiful.
- Metaphorical Photography
A metaphorical approach can be highly imaginative and powerful. Whatever metaphor you choose, keep it simple and use it consistently.
A library of images
Once you have defined your unique photographic style, create a strong, deep library of images for various marketing venues — ads, brochures, websites, direct mail, packaging — wherever your brand appears.
By creating a simple, consistent, and creative style, you can help your audience move from "What were they thinking?" to "How did they do that?"
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*Image source: aussiegall
* available for use under THIS license
