Friday, April 30, 2010

Photography and Branding

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?"

________________________________

*Image source: aussiegall
* available for use under
THIS license

17 comments:

  1. A professionally crafted Company logo designers is one of the greatest blessings for a company; whether it is big or small. It gives them an identity of their own and makes them different from others.

    ReplyDelete
  2. I've worked with a lot of product photographers for grocery store chains and they are essentially droids.

    ReplyDelete
  3. Sie fragen sich wo Wiederverkäufer aus dem Restposten und Sonderposten Handel Ihre günstigen Waren herbekommen und diese gewinnbringend verkaufen? Grosshandel Sonderposten Sie möchten durch den Grosshandel, Restposten- und Sonderposten, sowie Direktimport haupt- oder nebenberuflich ein gesichertes lukratives Einkommen dauerhaft erreichen?
    Aber wie erhalte ich die besten Kontakte zum Restposten und Sonderposten Grosshandel? Welche Warenangebote gibt es dort? Auf www.nulleurocent.de erhalten Sie sämtliche Informationen rund um den Restposten und Sonderposten Grosshandel völlig kostenlos.Grosshandel Adressen

    ReplyDelete
  4. The exhibition Coches de segunda mano en malaga, will this weekend with about 200 Vehiculos de ocasion en malaga in the 4,500 square meter pavilion Inpacsa and 1,650 square meters of outdoor area.

    The sample to Seteautos count this weekend with about 200 Coches de ocasion en malaga in the 4,500 square meter pavilion Inpacsa.

    The president of the council of Malaga, Joan Garcia, Vice President, Miguel Villalba, presented on Wednesday the show, which will have an area with accessories for the vehicle.

    The vice president of the Provincial Council of Malaga, stressed that this is a totally fair fragile since it was the first automotive organized in the region of Malaga.

    Malaga's mayor, explained that this exhibition is intended as a monograph with high quality vehicles, fully checked and guaranteed.

    Include a total of 20 exhibitors from the automobile, the Coches de segunda mano en malaga, Coches de ocasion en malaga, Vehiculos de ocasion en malaga,

    ReplyDelete
  5. Elmshorn T-Shirt Druck Bei uns werden Artikel wie Boxenschilder und Tierschilder, sowie alle Artikel mit Fotodruck von Mediengestaltern Entworfen und Erstellt.

    ReplyDelete
  6. very good article, go ahead! It would be great to find more of this in german. Thx
    Poloshirt bedrucken

    ReplyDelete
  7. Very helpful informations, also for professionals or hobby photographs, Flatrate DSL Vergleich thanks for sharing

    ReplyDelete
  8. Thank you for the great article I did enjoyed reading it, I will be sure to bookmark your blog and definitely will come back again. I want to encourage that you continue your great job, have a good day said hüpfburg mieten Elmshorn

    ReplyDelete
  9. Thanks for sharing this useful Handy Flatrate article. A great blog with inspiring IPhone Bundle informations in a clear design, well done and greetings

    ReplyDelete
  10. Thanks for the informative writing. Would mind updating some good tips about it. I still wait your next place. ;)

    Fine Arts Portrait

    ReplyDelete
  11. Recently i ran into your website and so are already reading along. I think I’d leave my first comment. I don’t understand what to share with the exception that I’ve enjoyed reading. Nice blog. For certain i will keep visiting your blog really often

    Roatan Boat Charters

    ReplyDelete
  12. Thanks for sharing this useful article. A great blog with günstige iPhone Handyverträge inspiring informations in a clear design, well done and greetings

    ReplyDelete
  13. I recently added your site to my top picks. I truly appreciate perusing your posts. A debt of gratitude is in order regarding your Great post and I am anticipating perused your next post.

    Visit: Accredited High School Diploma Online

    ReplyDelete
  14. I will keep your new Posts. I actually enjoyed see your post, thanks for posting.

    Visit : Online High School Diploma

    ReplyDelete
  15. It was wondering if I could use this write-up on my other website, I will link it back to your website though.Great Thanks.
    http://www.mikeandtom.co.uk

    ReplyDelete
  16. Great stuff you have shared with us about Photography and branding i like your work because i like photography too thanks,

    ReplyDelete