Why brand photography is so important
Why good photography is so important for your brand…
Marketing has evolved, consumers today are fussier than ever, because access to the whole world’s brands and products via the internet means they can be, and smart phones and social media have left everyone struggling to catch the attention of the swiping, clicking, scrolling masses.
So what can make the difference? What can make your brand stand out in the bustling online marketplace? And indeed in the bustling real world?
Well, there are lots of things, but your first priority has to be GREAT PHOTOGRAPHY.
There was a time when building a website took real skill, knowledge of HTML coding etc. and people created some truly awful pages. Now, if the structure of your website is awful then I’d suggest that it’s not essential that you rush out and spend money on brand photography, because you’ve got bigger problems. And even Havelock Photography’s spectacular brand imagery isn’t going to save you!
BUT… if you have a website, or you’re planning to build one, or you’re in the middle of building one, then you NEED great images.
Great photographs on your website are an absolute necessity. They are ESSENTIAL.
An image tells a thousand words. You’ve heard that before right? Well it’s both true, and also an understatement. An image can tell thousands upon thousands of words, and it can do it in the time it takes for you to look at a photo and look away again. Tens or hundreds of thousands of words, just like that.
Again, if you have tried building a website, you’ll know about words, about copy. Websites need copy. You have to say something. And so many people find that seriously hard work. But the truth is, you don’t need half the blurb your writing. Your photographs could do the hard work for you.
Imagine you’re a clothing retailer. You could either write 3000 words describing your garments in detail, and explaining the ethos of the company, the target customers, what sort of people will wear your clothes, how they’ll wear them and what sort of impact they will have on people around them while wearing them… OR you could put up an image, or a series of images, which do all of these things in an eye-catching, instant format.
BUT… and I’m sorry to break this… it’s dangerous. You can get your photographs wrong. A poor quality image suggests poor quality products. A clothing item represented in the wrong way can turn your customers away before they’ve got as far as opening their wallet.
Your photography is SO important to your brand. Why take the chance on doing it yourself? Get the pros in.
If you run a successful clothing retail company, then you know about clothing right? Can the guy next door create clothes as good as yours? Of course he can’t, because he doesn’t have the experience that you have. He doesn’t have your skills. He doesn’t do it as a full time job.
Yet people so often take on the job of creating their photographs themselves. And often they get it wrong and do their brand untold damage.
Professional photographers create images every day. It’s not just about taking photos which are in focus. Or about taking photos which are well lit. It is about both those things, but it’s also about what that image says about your brand, it’s about what that image makes me, as a viewer, feel the moment I see it. It’s about telling a story in a single frame, about putting ten thousand words into a single picture.
Images are so much more subtle than words. We take meaning from images far more quickly than we do from words. People are intuitive and we as humans are programmed to process visual information.
We’re genetically designed to read huge meaning in tiny changes in the world we see around us like facial expressions, or grab at emotions that we sense in an image. Throughout our evolution that’s what has kept us safe – looking at a scene and in an instant deciding whether there’s danger, or food, or a potential mate. We are visual creatures, and every single one of us has the ability to judge a situation from a snapshot. That’s why photography is so powerful and remains the business world's primary medium for information delivery.
When I’m photoshopping I have to be so careful with faces, because a hair out of place, or a shadow too clean, or a cheek too thinned immediately looks weird. You could ask a hundred people what looked weird about it and they wouldn’t be able to tell you. But every one of them will agree that it does.
So, your images MATTER. They really matter. And I’m not just selling Havelock Photography here. Any professional photographer, or at least any who’s any good, will provide you with images for your brand which are more than just “a picture of a shoe”, or whatever. A professional photographer will sell a lifestyle, a style, a fashion, a trend, a way of being, an emotion. Whatever you want your brand to say, for your brand’s sake, say it first with your images.
And that, ladies and gentlemen, is why brands like Audi, McDonalds, Nike, whoever, spend hundreds of thousands of dollars on their photography.
When a car is being photographed for Audi or BMW or Ford (see if you can find some behind the scenes images online, or try Famous BTS magazine) photographers control not only every light, but every shadow, every angle, every shine, glimmer and reflection. And those photos sell the cars. You may look at a photo in an Audi magazine and think that they took it to a car park where there was nicely arranged strip lighting. They didn’t… they set up that whole scene, and every light you see, and every shadow, every shape, is planned and intentional.
Don’t wait any longer. Your brand needs proper professional photography. All the hours you’re putting in to writing, selling, designing etc. could be going to waste if you’re cutting this essential corner.
Get in touch today and see how Havelock Photography can turn your brand into a market leader.
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