This post is part 4 of a 6 part series on branding that will be featured exclusively on the Successher blog.
The term “image is everything” may be an overstatement but that doesn’t negate that there’s some truth to it. This is especially true when it comes to the image, and of course to the images that you take or have taken for your business. While things like camera phones and cheap digital cameras have made it easier for people to photograph themselves or their products (or to have a friend or family member do it for them) these methods don’t always (read: rarely) result in consistent images that are beneficial for any brand. Here are 3 tips to help ensure that your shots are picture perfect.
1. Hire the RIGHT photographer: Hiring a photograph seems like a simple solution to ensure that you get a professional head shot and great product shots. But be careful, because not every photographer is right for every job, someone who may do an amazing job taking images of models may be completely inept when it comes to photographing products. And even someone who is great at taking images of products may still not be right for your product because ultimately the images are supposed to showcase your brand. Be sure to ask for relevant samples, find out exactly what’s included in the price, and get exact dates when it comes to things like how long a shoot will take and turnaround time for the images.
2. Take two: If your business is product oriented then you’ll need to take two kinds of shots for products you want to highlight. One shot can be styled in a way that evokes your brand image, for this shot you may want to include models, a specific backdrop or moodier lighting. This is the kind of image that you put on your social media or use as a cover for your product catalog. The other shot must be simple though: white background or other neutral colored background, well lit, and easily identifiable. These types of images should be the product shots on your website.
3. Focus on your followers: Remember that your brand story isn’t solely about the story you’re telling, it’s about how your customers are receiving it as well. So, if it’s appropriate for how your business operates, invite customers to tag your company in their photos when they see you at events or are using/wearing your product. By creating a hashtag for them to use, you allow them to help you create greater visibility with their images by incorporating them into your narrative. Your brand images are a clear extension of your business so they should never be anything less than brilliant. By adopting these tips and adapting them to your needs you’re one step closer to brand cohesion.