Can Your Choice of Photography Be Hurting Your Brand?
Sunday, April 11, 2010
Vision is the most advanced of our senses. We understand the world through our eyes and images play an exceptional role in human perception-we evolved to make fast decisions based in what we see, determining friend from foe at a glance.
In the modern world we grow looking at sophisticated images created by the entertainment and advertising industries. By the time we leave college we’ve been exposed to millions of these pictures and they become the criteria to cast opinions - in a blink of an eye - about what is good or bad, inferior or excellent. There is no underestimating the power of first impressions.
The photography you use creates an immediate impression as to where your company stands in terms of professionalism, attention to detail and quality control. It also identifies whether you employ inferior standards in return for lower costs!
When determining the price of creating the photography that helps you sell your products or services, step back for a moment and consider the larger picture. Does the image you use reflect the way you want customers to perceive your brand?
In this belt-tightening economy, it’s easy to fall to the temptations of using cheaper alternatives anywhere we can. Cheap stock photography floods the web, technology makes possible to have your own in house studio and employ a staff that will crank out pictures. You may even consider doing it yourself.In the modern world we grow looking at sophisticated images created by the entertainment and advertising industries. By the time we leave college we’ve been exposed to millions of these pictures and they become the criteria to cast opinions - in a blink of an eye - about what is good or bad, inferior or excellent. There is no underestimating the power of first impressions.
The photography you use creates an immediate impression as to where your company stands in terms of professionalism, attention to detail and quality control. It also identifies whether you employ inferior standards in return for lower costs!
When determining the price of creating the photography that helps you sell your products or services, step back for a moment and consider the larger picture. Does the image you use reflect the way you want customers to perceive your brand?
But does doing things cheaply have to mean cheapening your brand? It obviously pays to shop around. You should never over pay for your photography. At the same time, you want to create a look that’s all your own. Start with a clear understanding of your brand, the key messages you want to communicate, and your core differentiators.
The next step is to research photography and find something that is representative of your brand. As images are researched, consider their uniqueness and how closely they reflect your brand attributes what you want to communicate to customers. This is essential for leaving a long term impression that lasts.
By using the right photography, you can truly elevate your brand and create something that communicates more than a sales letter or promotional piece. There are some things you don’t want to compromise on – and one of those is the imagery used on a continuous basis. Be clear and find the right photography to get you there.
Guest post by Mariano Pastor of Via U! Photography
Marketing Blog founder and top-selling author Michael Fleischner has been featured on The TODAY Show, ABC World News, and Bloomerg Radio. 
5 comments :
This is a really good topic to bring up. I have come across a few blogs that showcase and use the same stock photos used in other blogs I had visited prior. Don't get me wrong, there is absolutely nothing wrong with using a stock photo, nothing at all. The only time I would advise against it is for the same reason you mentioned; promoting and marketing your brand. I would not want the images I use to promote my personal brand to be picked from a stock file which everyone else can freely use. It could possibly lower the standard of how others would perceive me. I like that you mention using an in house studio which is a very budget conscious choice. With that in mind, you could go 1 step further! Visit a local high school's or junior college's photography department. You could very easily have more than a handful of students volunteer to take some pictures for you for little or no cost. You would both benefit! The student gains experience and you get a vast assortment of photos tailored specifically to your needs.
Really good site Michael. Congrats!!
Hello, I agree this is a very intereting topic to take care of while you take photography for your brand. But also I think that brands that are already known by consumers, can use simple photos that can be creative and say a lot more than a professional because they are funny and people keep understanding the concept of the brand.
Great insight. A photography can say 1000 words-especially about your company. I think some companies are so stuck on the idea that anything eye-catching will bring clientele, and while eye-catching does bring attention, you want your photograph to be a good representation of what your company brings to the table. A lot of effort was put into building your company, so a lot of effort should be put into the photography from which your company is represented.
Michael,
First impressions really do make a difference--and the more negative they are, the harder they are to overcome.
A brand's identity is woven into this image and affects the way we think, feel and act. So why not take the extra time to shop around to make sure you are communicating your identity in the clearest way possible?
-Chelsea Langevin
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