I actually can't believe I'm almost a year down the line in my - predominately brand photography business - and haven't written a blog post on the subject yet! My bad.
I think there's a big presumption around brand photography that everyone knows what it is, what's involved and why it's beneficial for your business but in reality very few small business owners actually know what it's all about. It is so much more than just a set of headshots!
First up, what even is a brand?
A brand is essentially how your business is perceived by others. I like to think of it as the wrapper that holds your business identity together. It wraps up things such as your visual identity (colours, fonts and images) your brand tone of voice, your values and of course your product or service offerings. Although your brand isn't a tangible asset, it's more about perception and the feelings it evokes, there is no doubt it is a valuable part of your business. There's very good reason why the worlds most successful companies like Coca Cola and Nike invest millions into their branding year on year.
What is brand photography?
Brand photography is the window of your branding. It creates images that allow you to show the details of your brand to the world. It tells a story of what you do, how you do it, why you do it and who you are as well as showing off your specific product or service.
How can you capture all of that in a photoshoot?
Preparation! I get to know my clients in a few ways beforehand. Not only do they fill in an in depth questionnaire all about their business and what they want to use the images for, I also get to know them (stalk them) on their social media platforms. There's so much I can learn about their brands from there like the type of images they like to share, the tone of voice they use, their personal and business personality and where both meet. I then put together a visual mood board from all of the information that I've gathered and we get together, either in person or on a call, to chat it all through and fill in any gaps. Although preparation is key, we always leave room for spontaneity on the day!
Image above from my own brand shoot with Laura A Tilliman Photography
So what can you actually do with these images to help grow your business?
Most of my clients book a brand shoot for their small business because they want to elevate their brand i.e. appear more professional when sharing images (and a selfie just won't do that no matter how good it is) increase brand awareness (reach more people) increase engagement and connection online by showing more of their personality and their behind the scenes and of course, to increase sales because that's what a business is all about!
You will receive a whole range of images on a full brand shoot such as just you, you at work, specific products you'd like to promote, your workspace and some other styles that we come up with on the day!
Yeah but HOW do we use them for promotion?
Social Media: Social media is often the first place a potential client will go to find out more about you before booking. Showing quality, well thought out images, that help your potential client imagine themselves using your product or service, means they are more likely to want to buy. Showing images of yourself at work also helps your online audience get to know you better and the more they feel like they know you, the more likely they are to like and trust you which leads to a higher conversion rate to sales.
Website: Don't have a website or have one but it's looking a bit dusty? Get some of your brand shoot images on there! By thinking of your website as a shop window, and one of the first points of contact a client could have with your small business, make sure they are seeing the very best when they land there. A professional website, with professional images, show your clients you are serious about your business which again increases that trust factor.
Print Campaign: Are your ideal clients in the group of people likely to pick up a leaflet? If so, get your business in print and what would turn their heads better than some generic stock image - an image of you, the business owner! Honestly I know you're cringing at the thought but, if you're going to the effort of creating a print campaign then do this. We all see leaflets every day and they aren't always that exciting, let's be honest. Don't let yours be another one that goes in the bin. Use professional images of yourself and your product or service on there with a great hook and watch those enquiries roll in!
Features: If you ever find yourself being asked to be featured in something, perhaps a blog or magazine article, you can bet your bottom dollar they are going to ask for a professional high res image of you. Show yourself in the best light (literally) by sending them some of the images from your brand shoot to choose from. This really helps position you as an expert in your field, a professional who is so committed to their business that they have invested in proper brand photography!
Ok but I'm hearing people want more authentic images online, that posed pics are out?
Well that's good news for me as I don't do posed pics! My style of small business brand photography is lifestyle photography. This means I aim to capture you doing your thing as if I wasn't there. Sure, some clients need a little prompt here or there, but that's all it is. I might ask you to start setting up as if you had a client coming in whilst I snap away in the corner, producing images like this which are totally natural and not staged at all!
Image above of my fabulous client Natalie of Helen Selina Skincare
So if posing isn't your thing, and you're looking to show off your entire business and brand as close to naturally as you can get with a photographer in the room - I'm your gal!
I offer one off brand shoots and an incredibly popular brand photography membership where you have one shoot every quarter of the year.
Find out more about my brand photography options here!
Get in touch with me via email: hello@shotbyamanda.co.uk or Instagram and let's chat about how your small business can grow with a brand photography shoot!
Speak soon,
Amanda