Custom Business Photography: What’s the point?

There are many image masters in business. Companies that are attractive to both customers and non-customers. Those who have a brand and a style that stay in people’s minds. Apple is probably one of the kings in maximizing its brand through a specific style and image. M&S advertising is now obvious even if unbranded. GAP, many years ago, also understood this, but then it just got lost and where are they now?

So the big question is, what is it that allows these ever-rising companies to enter our minds and leave their mark? And why do most other companies find it so difficult to come close to their levels of success and brand recognition? And much more important, the realization of the brand?

The answer is really annoyingly simple. Photography, moving or still… But it has to be the right photography!

Browse most SMB or blue chip websites and I can guarantee you will see the same style of images and in many cases the ‘same’ images used over and over again. If your color scheme and logo weren’t visible, you’d have a hard time identifying the company whose site you were on. The same is often the case in print as well. But if I were to put in front of you a photo of a never-before-seen product from M&S or Apple, I can almost guarantee you’d be able to guess the company. Then why?

Once again, the answer is annoyingly simple. Brand… and the application of that brand. If you just take a look at stock photography libraries and pick something that looks professional, but has nothing to do with your business, brand, or values, then you’ll be pushing the brand of whatever that image was taken of, and who. you know what that was. Potentially, you could even be boosting a competitor’s brand. I’ve even seen an image used on the front page of a ‘fairly’ large multinational tech company for high-end office infrastructure and PCs, where if you look closely, it becomes apparent on the screen that someone is playing Grand Theft Auto, graphically. ! Obviously this just came from a stock library and even more obviously without really thinking about how it might fit or what it might do with their branding. To top it off, there was a bunch of American coins on the desk next to his wallet… It was a British company.

So what is the point? Again, the point is simple… If you value your brand and how your customers engage with it, the most important thing you can do is really think about the images you use. And, if you really want to set yourself apart from the competition, commission your own work, and in turn, your own style. It costs more, but there’s a very good reason why it does. And why those who know the value that quality photography can bring to their brand awareness and perception are fully prepared to pay for it.

An image may look good to you, but the image should not be chosen for you, it should be chosen for your target audience and how you want them to see your business. We all know the impact of bad photography on business, but we rarely realize the value of good photography, and to be honest… That’s the point.