MARKETING MIX: Five Things Your Branding Photographer Wishes You Knew

Brand photography is the art of using high quality images to tell your brand story. Using professional images to promote and advertise your brand or business not only positions you as an expert in your field, but also gives your customers and visitors a more authentic brand experience. No matter what industry your business is in, well-taken professional photos can really take your brand to the next level

Deliberately created brand images will attract customers or potential customers and give them another reason to choose you. Unfortunately, entrepreneurs often find the idea of being in front of the camera so daunting that they often put this important task at the bottom of their to-do list. And while I agree that the short-term pain in this case will be the long-term (and measurable) gain, the following five steps will help you minimize the discomfort and increase your chances of having a positive brand photography experience.

1. If you don't plan, you plan to fail

In my experience, the most successful branding photo shoots are those where a significant amount of time is spent prior to the shoot. Planning and vision are essential to ensure that the images you create together not only connect with your brand, but work most effectively.

Some photographers, myself included, can guide you on how to plan your shoot as well as using other tools (like Pinterest, Google Docs/Images, etc.). Usually, at the moment of the session, there is no excitement of the unknown. Photographers and clients can focus on what matters most: the images

Determining the overall feel or mood of your shoot ahead of time will make your photographer as happy with the images as they are with the end result. By thinking about how you plan to use your images (upcoming releases, product features, seasonal offers, etc.) you will intentionally create images that match your upcoming trip.

2. Clothing options

Little things aside, clothing choices and personal style are very important. As humans, most of us are overly critical of our appearance, so we may decide to forego the experience all together. But again, preparation is key. Choosing clothes that make you feel comfortable and confident will help you look your best. It doesn't necessarily have to cost a lot (even if it's within your means). Often, with a little creativity and "inspiration", items found in the closet, combined in ways you might not have thought of, become the perfect solution.

Trying on potential outfits with a friend or partner and snapping a few quick cell phone photos from each angle will give you an idea of what your options look like. Avoid wearing bright colors or patterns unless they are on brand. Also avoid wearing things with logos/words unless they are part of your brand.

Avoid excess use of accessories and fashion items. Not only is this confusing, it can make images look prematurely dated. It goes without saying that skirts, cleavage, etc. should also be taken into consideration while selecting clothes. Professional hair and/or makeup is not a requirement, but can give your photos a sophisticated look. If you need recommendations for personal service providers, consult your photographer. It's not uncommon for photographers to have a list of vendors they've had positive experiences with.

3. Location, location, location

One of the first steps when considering a branding session is to decide the location of your session. Having a specific idea or even a few options in mind will help you focus the session. Choosing the right location for your photos can mean shooting in a brick and mortar, in a photo studio, or somewhere "in the wild." Consider how your positioning might complement or distract from the brand message or story you want to convey through your image. And dream big: the most creative places can often help create the most dynamic images.

4. Take a stand

While most photographers spend a lot of time memorizing and cataloging the different poses that can be used during a shoot, knowing which poses you like and don't like helps make the shoot more enjoyable. By communicating your likes and dislikes before your session, your photographer can focus on photographing you in a way that makes you most comfortable. However, give your photographer creative freedom within your comfort zone. You never know what might surprise you.

5. Editing style

Before choosing a photographer, it is important to study their portfolio carefully. You often find that photographers have a certain style in which they edit. Some like dark and moody pictures, some may try for bright and airy pictures. Remember that, as with any art, over time photographers develop a style for which they are known. It is best not to assume that the photographer has the ability or interest to change his particular style. And apart from editing it, applying filters or further editing submitted images will never look good (unless you have special editing). Doing so is problematic for several reasons. Apart from changing the image editing style, which can turn off potential customers, applying further changes to an already edited image is equivalent to editing a print of the original painting. Image quality decreases as each level of editing increases. A quick, open and honest conversation before the session gives some thought to this, along with some awkward discussions after some sessions.

As you can see, creating a well-planned and purposeful image for your brand or business can be a daunting task. It is very important to choose a photographer who will work with you to make your dreams come true. Creating a solid plan with areas that allow for creative exploration will simplify the process and ensure that your submitted gallery matches your brand. The most successful brand images are those that match the message your business conveys to customers and potential customers Introducing your branding photography after training in the above areas will increase the likelihood of a positive experience for both you and your chosen photographer.

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