3 reasons your fabulous brand photography photos look like everyone else’s.
Are your brand photography images working hard for you behind the scenes?
Are they helping you to connect with your audience, engaging their hearts and minds, and inspiring them to take action?
If not, they should be.
Fabulous imagery is everywhere, but ‘fabulous’ isn’t enough anymore. Your clients want more than that.
The images that you use on your website, marketing and anywhere else should be like cheerleaders on the sideline - always there rooting for you when you’re talking to your audience online. Unstoppable - oozing everything you stand for - you can rely on them because you know they’ve got your back. Every time.
I’ve written this guide to help you to understand why it’s not enough to have fabulous imagery, and why your audience expect more.
What is fabulous imagery?
Let’s break it down a little - it’s everywhere - but for a moment, let’s think of fabulous imagery in the brand photography space - imagery that business owners use for their website and marketing.
A photograph can be technically accurate on all counts - good composition, exposure, focus and lighting, and the subject matter can be set against a backdrop that’s quite breathtaking. Although subjective, in the eye of the beholder, the photograph is beautiful - it has all the elements needed to win a prize at any photography competition.
In the brand photography space, a fabulous image may be one that shows you in your place of work or working with clients - hair, makeup, wardrobe is just perfect - you look great - but there’s something missing.
We’ve almost become numbed to fabulous imagery because it’s everywhere - Instagram, Facebook to name a few places. Potential clients can see right through those images - they’re the same as all the other coaches, accountants, lawyers - fabulous, but no depth. There’s nothing in the image to connect with or reach out for.
Put simply - fabulous imagery isn’t enough to inspire our potential clients in to taking action anymore. They need, and are demanding, more than that.
Your photos look like everyone else’s
I’m on a call with a potential client - she’s enquiring about brand photography.
I’m in full swing - sharing my approach, how the day itself will unfold, and how the imagery can be used afterwards.
Then silence.
“Is she on mute?” I wondered.
No - I’ve stunned her into silence.
You know that awkward 5 second silence? That was it.
“Can you not just come round with your camera?” she asked sheepishly.
The penny dropped.
We laughed, sipped more coffee, and I carefully shared my beliefs for her as a female business owner looking to connect meaningfully with her audience through brand photography.
Yes, we can fix a day and time, and of course I’ll rock up with my camera and take some photos - but will that be enough to stop your potential clients scrolling when they see them - or will they move on because, after all, your images are just like all the other coaches, accountants, lawyers etc.
We will have missed out *the most important* element of your imagery - the part which gets to the heart of who you are. Your values, your beliefs and your story.
When these three elements shine through your images…. BOOM! You’ve done it! You’ve got fabulous images that go much deeper than ‘fabulous’ - they connect, they’re real and the relationship between you and your potential client starts to build.
Before they part with their hard earned cash, potential clients need to know in their heart that you’re worthy of it - because after all, there are a dozen more coaches, accountants and lawyers that do what you do - so what’s so special about you?
Unless your brand photography reflects your values, beliefs and your story - your photos will look like everyone else’s. Fact.
This is why you need more than just fabulous images when it comes to brand photography. You need something different.
How do you convince your audience that you’re worth the investment?
It’s simple - you connect with them on a deeper level - and the way you do this is to gain their trust.
When you couple storytelling with images that are oozing depth (your values, beliefs and story), you have the perfect combination at your fingertips. Storytelling is powerful - it’s the sure way to capture someone’s heart and mind - and when paired with those images - BOOM! You’re on the journey to nurturing your audience and developing trust (more on storytelling in another blog - but in the meantime, you can take a read of my own story here and see where I’ve used elements of storytelling).
Your values and beliefs are your starting point - they are what set you apart from everyone else. Share them everywhere - on your website, social media posts, in your keynote talks - everywhere. Weave them in to everything you do. You don’t have to stand up with a megaphone declaring them - you can do it elegantly through your messages and your brand photography.
Back to my phone call.
I realised that I had assumed far too much and that sharing values, beliefs and storytelling were nowhere in her thoughts. She thought she just needed some photos for her website and that talking to a photographer would be enough.
And she does need those photos - but my approach is different.
Brand photography is all about sharing your story so that your audience gets a feel for you, your values, your beliefs and what you’re about - otherwise, your images are just like everyone else’s. This approach will help you stand out from the crowd. Fabulous imagery just isn’t enough anymore.
How do we get photos that will inspire your audience?
By digging deep.
That initial call we have will be an opportunity for me to listen and learn - this is where I ask the right questions to find out more about you and your business. And if we’re a good fit, then our journey begins. We dig deep, explore mood boards and the excitement builds as your story unfolds.
Clients often tell me that this part is *the most* insightful for them. To have the opportunity to share their vision and dreams for their business - and then telling me how they got to where they are today (their story), is a narrative that simply doesn’t happen very often because they’re too busy ‘doing’ the business stuff. But once out in the open and shared with someone else - clarity, excitement and a new chapter opens up - because it’s time to share all this with the world and grow.
Once I’m familiar with your values, beliefs and your story - the cornerstone of your business - I’m able to create a shoot with imagery and locations that reflects that.
Connection between you and your ideal client starts with trust, and we nurture that trust through conversation that engages their heart and mind - and it all starts with your images.
This is why I describe your brand photography experience as a journey - and what a journey!
I hope you’ve found this insightful, inspiring and even energising! If so, click on the button below to sign up for more conversations on connection, showing up and other great tips for your business.
Until the next conversation….
Anne x
“It’s not until you take the time to listen to someone’s story that you begin to understand.
Our stories are the cornerstone of who we are - giving space for acceptance, clarity and vision which shine through all the photography experiences I create for business owners.”- Anne Thomas Brand Photographer