HOW YOUR VISUALS CAN MAKE OR BREAK YOUR BRAND

THE PHOTOGRAPHY YOU USE SHOULD TAKE TOP PRIORITY. HERE’S HOW...

When launching Collingwood Coastal, Zoe Dunford discovered it was worth investing in imagery to help catch the eye of editors on her marketing list. ‘Having initially struggled to get the photography right, I tracked down a super location and teamed up with local stylist Louisa Sugden,’ Zoe explains. ‘Louisa understood my brand story and shared my vision. With her props and thoughtful styling, we produced images that got Collingwood Coastal off to a flying start.’

KNOW THE IMPORTANCE OF GOOD PHOTOGRAPHY

Lifestyle and interiors photographer Brent Darby believes that when it comes to bringing your brand to life and telling your story, inspiring imagery is essential. ‘Photography to promote your business needs to grab attention in what’s often an overcrowded and competitive market,’ he says. ‘Your message needs to be clear, so that people aren’t confused about what you are selling. Photography should be regarded as a really good investment in your business, rather than a luxury.’

Portrait features photographer Alun Callender agrees that aspirational images and knowing exactly what your brand story is, and who you are selling to, are fundamental to the success of any business. ‘Putting all that love and energy into creating something beautiful, and then having it photographed badly seems totally counterproductive,’ he adds.

CHOOSE THE RIGHT PHOTOGRAPHER

To find a photographer, Brent recommends researching the publications you want to promote your business in, to see which images ‘jump off the page’.

Once you have identified a style of photography that you feel will work for your brand, Brent recommends contacting the photographer to discuss your needs. ‘You’ll need to establish how they work, how much it will cost, and whether you will retain the rights to the images.’

Alun adds, ‘By looking carefully at magazines, or on Instagram, you’ll soon realise whether a certain photographer’s work is symbiotic with your brand and the story you want to tell.’

THINK ABOUT FEES

In regard to costs, photographers often offer a variety of packages, depending on how long or where the shoot is, as well as many other considerations. It’s essential to have a discussion with your chosen photographer so that you know exactly what to expect before a shoot. You may have to factor in travel and accommodation expenses.

GET THE RIGHT SHOTS

To create stunning images that will enhance your brand, it’s vital to spend time getting organised for the shoot in advance. ‘If people are really prepared, they will get more value for money,’ Alun says. ‘They need to make sure their studio or shoot location looks camera-ready and as visually interesting as possible. You can’t just expect the photographer to turn up and make the magic happen.’

Photographers often find it helpful to be provided with a shot list, so that they know what you want to achieve during the day and your priorities. ‘You should also discuss where you want to use the shots, whether they are for PR, press or digital purposes – or a mixture of all three. Strong imagery will help develop your brand story and take your business to the next level,’ Alun adds.

❝ DON’T BE SO AFRAID OF FAILURE THAT YOU NEVER GIVE SOMETHING COMPLETELY DIFFERENT A TRY ❞