Growing Your Brand with Photography

Theo_Pathitis

The opening of the Boux Avenue lingerie nightwear and swimwear store in Churchill Square Brighton today by owner Theo Paphitis

In case you aren’t already at the point where you can see how valuable visual assets such as photographs can be, here are a few current statistics:

 

Add Images To Facebook Posts For 2.3x More Engagement

Twitter updates can generate 150% more Retweets than your usual plain-text updates

The brain processes images 60,000 times faster than any other information

90% of the information transmitted to the brain is visual

40% of people respond better to visual information than text

 

So, point made.  How therefore do you ensure that you stay true to your brand and grow its awareness?  Many businesses still grab what they can from online, their phones and stock photo sites.  Given the fact that you work incredibly hard at your brand reputation and how you appear to clients and other businesses, such a chaotic approach is at best a shame, at worst damaging.  I have written before about the issues of using both stock images and trying to source images for free.  This blog is a guide to how you can actually take your brand by the doo-dars and pop images of your company right up there on the iMax or Leicester Square.  More people will see it, engage with it, love it and share it.  It will also be about you and only you.

Who are you aiming at?

Who do you really want to like your brand?  How old are they, what do they like, what do they aspire to or need and where do they hang out?  If you have created User Personas, you will know that.  If not, you could start here.  For example, if you specialise in selling fashion to teenagers, there’s no point in putting photos like this up on LinkedIn:

 

 

 

Photography blog A bridge over a stream

Credit: Susi Doherty/Vervate

 

Something more like this on Instagram, Snapchat or maybe Facebook may work better:

Photography at Churchill Square Liz Finlayson/Vervate

Credit:  Liz Finlayson/Vervate

 

Look at good examples that other companies are doing, but don’t get overwhelmed.  There is no reason you can’t create photographs that work for you as much as those multi-million pound corporations or your competitors can.

What’s your style?

What works for you visually?  If you can figure out the ‘look’ of your brand and match your photographs to it, you are on a winner.  People will recognise you from the pack and noise.  You will also look consistent, professional and dependable.  Many of us already do this on Instagram by simply using the same filters for posts.  However, there is a lot more to it.  Vervate photographs are all editorial and storytelling in style – very little post editing in that way.

What’s your story?

You are unique, remember.  At Vervate, we have spent a lot of time looking at the services, product, brand and personality with an extensive range of clients – we then work with them to produce photographs to bring those streams alive.   One of the experts we work closely with is Miranda Birch – she is absolutely amazing at delving into your story.  The images you use should perpetuate that story, give people a glimpse into what you and your business is all about.  Virgin are absolutely brilliant at this.  Sometimes people find they are too close to it, so use people like Miranda and us.

Are you consistent?

With all the things you can use photographs for in your marketing, paying attention to things such as fonts and colours is also important.  Once you have developed a style and the kind of look you want to go for, remember the power of using the same fonts and a set of colours.  We have a set of shades of blue that was designed as part of our logo design.  The font that the designer used for our website is Roboto.  We stick to both for as much as we can – in any branding for leaflets, blogs etc.

For example, I have a series of photographs that I put text on – always in the same way and with the same font:

 

Photography with quote

Credit: Liz Finlayson/Vervate

 

 

Photography with quote

Credit: Sam Stephenson/Vervate

 

PS.  Canva is good for finding a template that works for you to make things simple to produce and replicate

 

As with anything to do with your marketing, and the message you want to send to the world about your business, taking time at the beginning is an absolute must.  It is essential to ensure your visuals, with all the marketing power they hold, are in line and as fantastic a quality as the business they represent.

 

Let us use our experience of working with a wide range of clients to ensure you get this right too.

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