Professional photographer capturing images for marketing materials.

Photography in Marketing: Three Elements to Enhance Your Brand

Pictures speak louder than words. Images can evoke emotion that text can’t. And photography is a visual representation of a story. To most businesses, content equals text, but quality pictures and professional photography is essential if you want to attract more customers. Regardless if some individuals are visual learners or not, it’s been proven that people are drawn to pictures much more than text. This is why having a solid mix of text and photo content is essential for your marketing material.

So how can you judge what would be known as quality photography? How can you incorporate that quality photography into your marketing strategy? Three main elements will help you stay on course with that.

Authenticity

Steel worker loading delivery truck for a photography shot.

Authentic photography can evoke powerful emotion regardless of industry subject matter.

High-end cameras are available to the general public pretty easily these days. Even smartphone cameras now possess the capability to capture high-resolution images. Unfortunately, this doesn’t make whoever is holding the camera an expert in “capturing the moment.” When representing your company, you want truly authentic visual images. Images evoke emotion in viewers, so it’s important that you are displaying photography that will create the feeling you want your viewers to feel in order to attract customers. Hiring professional photographers or art directors to capture those types of images is worth the cost if you want a well designed website or well designed print content.  

Hiring an art director or professional photographer can be very helpful in evolving your brand. It’s pretty easy to tell which businesses use stock photos for their marketing. Although stock photography isn’t a distasteful means of content and certainly should be utilized at times, it does at times give off a “cheesy” feel. Website viewers may be turned off by inorganic and inauthentic photos being used to convey the actual business or product. Professionals will know how to capture the story of your business and use those pictures to develop your brand in a visual way.

Uniqueness

Machinery cutting wood with sawdust flying off.

Photography can capture the uniqueness of your brand with the simplest details.

Expanding on the idea of stock photography as a replacement for your personalized images is that stock photos are available to the rest of the online public as well. After a while, it becomes easier to identify certain stock images because they quickly become overused. The tighter niche your business is in, the more difficult it will be to find stock photos that represent what you offer. You may even find yourself asking “have we used this one before?”.

Having a cache of photography offers your marketing department a much wider array of options for marketing material. Not only that but the collection of photos that you will have will be unique to your business only. They will highlight your performance as a company, and be representative of what you specifically offer your clientele. Your own photography then becomes an extension of your brand.

Quality

High angle imagery of a steel cutting machine in a steel production warehouse.

Professional photographers use lighting and camera placement to capture quality imagery for marketing.

Because online customers are more likely to look at images as opposed to text, it’s important that quality remains central to your photography. Remember, photography is an extension of your brand, so you need to make sure your images are sending out the right messages, and that they are representing your business in the best light possible. This is why good photography is vital to a successful brand.

If you’re thinking about when you will have the opportunity to showcase these images, you must realize that there is endless amounts of possibilities to use and reuse your professional photos. Professional photography is truly an investment for your marketing efforts because the images that come from it can be used in print resources, website pages, and even social media posts. Keeping your content fresh and appealing will help build a stronger following of brand advocates and customer base.