Brand Photography: A Marketer's Perspective

Marketing Consultant, Cath Harris of Ipsa Consulting, shares her views on the importance of professional photography for your brand.

​What does photography have to do with my business?
Business owners often think that their logo *is* their brand identity when in reality it's so much more. A brand identity is a way of visually communicating who you are, what you do, and even more nuanced things such as your price-point and audience type - all without a lot of text. Professional photography is a really good way to showcasing these things in a wider context.

Consumers here in the UK are extremely design savvy - to me, it's a hallmark of Britishness. For centuries we've been saturated with great examples of design from world-class fashion houses, luxury motor vehicles and even more practical examples like the London Underground's iconic map or G-Plan furniture.

Why not just use stock images?
In order for a business to communicate their value to a UK audience, photography can be a really useful tool in your tool kit. Compared to cheap, generic stock imagery, bespoke professional photography is uniquely yours - it is created to contain the very essence of your brand identity, from idea, to execution through to final edits.

Stock imagery has its place, however. For start-ups and those finding their feet it can be invaluable. But if you can afford professional photography, do invest!

Do I need a professional headshot?
The sort answer is yes. When you work with a photographer like Gemma, she'll set the lighting and angle right to make you look your absolute best! She'll also take quite a few images of you which means you can choose the right image for the purpose. Plus, Gemma is a whizz at editing images which means she'll be able to smooth out that zit without a fuss!

Plus, if you work with a team, a professional photographer can ensure the team are represented in sync with your brand and with one another. 

**Top tip**: if you worry about looking weird in photographs then remember this: you're used to seeing yourself in a mirror and when you have your photo taken, you're seeing yourself from the other way round! This is how other people see you.

Why should I use a professional for my product shots?
Your commercial images through your website or social media are (metaphorically speaking) your shop window. A professional photographer will ensure each image is clear, in focus, taken in the best light, using the right background or props, at the best angle and using the right depth of field.

There's nothing worse than a gorgeous product that is represented badly through basic photo skills. Whilst it costs more to outsource commercial product photography than doing it yourself, you'll definitely notice the true value in your return on investment. 

For more tips on marketing communications, follow Cath on www.linkedIn.com/in/cathharris1, or view her website: www.ipsaconsulting.co.uk