How the right brand photography can actually build trust & increase business success
In conversation with a brand photographer on maximising the impact of your imagery
As a website design studio in South Devon, designing stunning websites for creatively-inclined businesses across Devon and the UK, we recently spoke to Jade Alana, a brand photographer, about why brand photography is so powerful.
We worked with Jade on a recent project for a community organisation in Notting Hill in West London - Westbourne Grove Church, which operates a charitable arm alongside its events business, serving the local community including small businesses and enterprises.
Images are often make or break for small business websites: images do a great deal to build trust with website visitors as well as convey the key elements of a business’ branding. Get brand photography right and it feeds directly into your marketing and sales as a business.
A common challenge small businesses encounter is understanding the power of brand photography, but also how to commission it for and implement it on their website. Stock imagery and an inconsistent style undermine the unique personality of your business.
In this conversation, Jade unpacks why brand photography is so important for your business, plus some practical tips on how to go about getting it for your website.
A lovely portrait of Jade Alana, a brand photographer we talked to in this blog on brand photos
Who’s Jade?
Jade is a branding & product photographer for creatives and entrepreneurs. She helps businesses to show up online and showcase the heart and soul of their brands through creative lifestyle imagery. She studied photography at university and soon after went straight into the world of wedding photography - which she pursued part-time for 10 years. Three children, one pandemic and a huge pivot later, Jade moved into the business space, where she helps entrepreneurs to elevate their presence within their industry.
Types of photographers
What's the difference between a brand photographer and a 'general' one?
When photographers niche in a specific genre of photography, they become the expert.
Booking a photographer who specialises in Brand photography means they have a greater understanding of what photography you'll need in order to help build a reputable and trustworthy brand.
What is brand photography?
Briefly describe brand photography for service businesses to someone who's never come across it
Personal branding photography is more than just ‘headshots’. It tells the story of what you do and why you do it.
Showing up online is crucial in building a trustworthy and successful brand.
Today's consumers are intrigued about the ‘who’ behind the brand; sharing that with your audience is an amazing way to engage with your customers on a deeper level.
Problems photography solves
What are some typical problems that service business owners come to you to solve through your photography?
Service based businesses can often struggle to show up online and market themselves because they don't have a physical product to sell.
They often feel stuck for ideas and don't know how to sell their services. They want to show up as the expert but don't feel like their imagery looks professional enough.
This is where brand photography has a huge impact. Brand photography will equip you with a bank of beautiful, high-quality imagery which you can draw from consistently, so you remain 'front of mind' to your audience.
How brand photography delivers
How can brand photography help service businesses show off when they deliver intangible benefits?
Brand photography really helps to set the tone for your business. Especially for service-based businesses who don’t have a product to sell or market. It can help to set you apart in a saturated market.
What makes someone buy from YOU over another business selling the same thing or offering the same service? The answer is YOU. You are your biggest asset and this is where brand photography can transform your business.
Ways to use brand photography
What are the ways an interior designer can use brand photography on their website in terms of their processes, how they work or completed projects?
Interior designers are hugely intentional in everything they produce and make everything look so effortless, so as a brand photographer, I'd love to showcase the journey of working with them from initial design concept to final completed projects - to really show what's involved.
To get a real in-depth look into their process, how they communicate with clients, ideas and inspiration, mood boards - there are endless ways in which this can be captured to really help their audience get a flavour for who they are and how they work.
Impact of brand photography
How can a garden designer use finished gardens to convey their benefits in their website portfolio through brand photography?
When a client lands on your website, you only have a few seconds to capture their attention, so make those seconds count!
Wow your clients with beautiful finished projects, with aspirational imagery that sells them a lifestyle and makes them want to stay a little longer. Using images that really capture a sense of 'space' and 'feeling' are so important. Showing off wider shots of your finished garden designs, along with detailed images of planting or any structural interest, all help to tell the story and sell the dream to your potential clients.
Clients need to know they can trust you to bring their vision to life, so it's important they 'like, know and trust' you before they commit to such a big project. Incorporating high quality photography of your finished projects plus a few images of you, is a great way to help build a personal and approachable brand that customers feel confident to buy from.
Art direction & brand photography
Does it help to have art direction input beforehand?
Unless you have a strong vision and strategy for your business, having outside help can set you up to have a much more successful shoot.
Going into a shoot with only a vague idea of what you want or need, can often give you underwhelming or disappointing results.
With the right artistic direction, you'll end up with a collection of images that will elevate and drive your business forward.
Stylists & brand shoots
Do you recommend a stylist for a portfolio brand photo shoot and what should people bring - plants, homeware, props
Putting together imagery that is balanced, impactful and speaks to your ideal client is no small task and this can feel hugely overwhelming.
You may lack vision and need support and guidance or find the day-to-day running of your business leaves you time-poor.
Using a stylist is designed to take away any stresses or concerns you may have. They'll support you through the process and carry the extra workload, such as pulling together concept ideas, shot lists and prop sourcing.
I highly recommend using a stylist to all of my clients and have recently added one to my services because I see the incredible benefits they bring.
Choosing a brand photographer
Finally, in a nutshell, what's the best way to go about choosing and commissioning a photographer for brand photos?
It's important to find a photographer that you really resonate with. Take some time to look at their portfolios, website and social media.
Do you see work that feels in line with what you're looking to achieve? Start to reach out to a few and make some connections. Often photographers offer Discovery calls, so take this opportunity to get to know them and discuss your project with them.
Photo shoots are collaborative, so it's important to take the time to work out if you're the right fit for each other.
Overall, brand photos by a professional brand photographer can make a phenomenal impact to your business, whether you’re a garden designer, interior designer or brand in the homes & garden space. If you’d like to learn more from us on website design or get visual inspiration, follow @wildings.studio on Instagram or read more of our blogs on website design too.
