How to Build Brand Story with Professional Photography
Visual content is key to a successful digital presence. Our brains process visual content 60,000 times faster than words alone. Moreover, 90% of the information our brain receives is visual. Today, businesses have access to a range of tools to help craft a visual brand story. You can opt for professional photography, user-generated content, stock photography, graphic design, and more recently AI. But with so many options, how do you know what mix works best? Unfortunately, there isn’t an easy formula. Our latest blog sheds light on important considerations as you build your visual brand strategy.
Telling Your Brand Story With Visual Content
Visual content trumps written content, in fact, 91% of consumers prefer it. Without an engaging digital presence, you're leaving a tremendous amount of value on the table. Here are some best practices to level up your branded visual content.
Mix Up Your Mediums
Use a variety of formats like images, videos, graphics, and illustrations. You can combine different mediums for greater impact. Think about how movie trailers and posters work together to promote a film. And if you're diving into the world of video marketing, don't forget the importance of video thumbnails.
Keep Branding Consistent
Make sure your visuals stay consistent in style and branding. This ensures your audience recognizes your content quickly. Use the same color scheme, fonts, and design elements across all of your visual content to enhance brand awareness and recognition.
Emphasize Quality
Prioritize quality in all aspects of your visual content, including resolution, composition, and production values. High-quality visuals not only make a strong impression but also reflect positively on your brand's professionalism and credibility.
Be Authentic
Stay true to your brand's values and personality when creating visual content. Being authentic helps build a connection with your audience, which in turn fosters trust and loyalty. Let your visuals reflect the unique story and character of your brand.
The Problem with Stock Photography
Attention-grabbing visual content relies on clear branding, specificity and nuance. Stock photography may seem like a convenient solution, but the images often fall short. A stock photo–is designed to be evergreen and generic, vague enough for as many brands as possible. Which means there is little room for brand differentiation.
Look no further than Jennifer Anderson, the “Everywhere Girl.” Her stock photo shoot could be a business case study in why brands shouldn't use stock photography. The same picture was used in marketing campaigns by H&R Block, Microsoft, Samsung, and U.S. Bank - just to name a few.
Stock photos are often:
impersonal and designed for one-size-fits-all branding.
missing the mark on diversity and inclusion.
out of touch and inauthentic.
Using stock photos can be tempting, but they won't capture your brand's true essence. And when you run across a good one, the price tag can be shockingly high. Instead, opt for professional photos that tell your brand's story and connect with your audience on a deeper level. If professional photography isn’t in the budget, consider user-generated content, so you aren’t relying heavily on stock images.
The Onslaught of AI-Generated Images
AI-generated images can be impressive, and there are still significant limitations keeping this tool from being essential in your visual branding. First, most AI generated photographs lack the unique qualities and human touch that professional photography provides. Second, despite advancements in technology, AI still requires significant rounds of tweaking and variation to generate a meaningful image.
AI-generated images don’t compare to the quality of work created by experienced and talented humans. It is an interesting tool, but AI is not reliable enough to stake your visual branding on just yet.
Professional Photography is a Timeless Tool
Stunning images can tell the story of your brand, and a skilled photographer can help you craft them. With expertise in marketing and corporate photography, a professional can create visuals that truly resonate with your audience. By integrating these images into your content strategy, you can elevate your brand, increase engagement, and ensure long-term success.
You likely don't need more convincing if you've read this far.
As you consider hiring a photographer for your next project, remember these key factors when making your decision:
Collaboration is Key
Work with someone who wants to understand your brand's unique voice and vision.Push Boundaries
What got you here, won’t get you to the next level. Seek out a photographer that brings ideas to the table and helps your team step outside their comfort zone.Tell a Story
A skilled photographer can craft a narrative. Everything you create should reinforce your brand story.
Unlock the full potential of your brand's marketing strategy with the power of professional photography. By teaming up with a skilled expert, you can craft captivating visuals that resonate with your audience for years to come.
UNLIKE ANY OTHER MEDIUM — VISUAL STORYTELLING CONNECTS AND COMPELS
Download the case study to learn more about how professional photography helped Lift Orlando secure a $120 million investment, increase awareness and credibility, and have a transformative community impact.
