The power of the portraitBy: Arabella
What is it about the photography of your people that creates a powerful brand connection?
A typical brand project is designed to draw out the authentic brand story and define a visual representation of an organisation. Often portrait photography is a key component in delivering this, as it helps portray the personality behind the brand. After all, in the vast majority of businesses, it is the people who are the greatest asset.
And it’s not hard to understand why. Imagine a potential client trying to assess whether your service or product is right for them. In showing the human side of the business, you’re giving them the opportunity to get to know you, who you are, what you stand for and to get a sense of what it would be like to work with your brand.
Likewise, when a candidate is considering your business and assessing if it is a place they’d want to work in. Beyond the benefits and opportunities for career progression, they’ll be asking, “can I see myself as part of this organisation and will there be a cultural fit?”.
This is where photography, and specifically the photography of your people is key. The human connection cannot be underestimated in the development of brand and identity. Without it a customer, user or prospect will get a faceless, generic experience.
When we are invited in to help build a brand, there are many things that excite us, but more often than not it’s the people that bring us the most joy in our work. Who your people are says so much and helps to build up a picture of the organisation and what makes you tick. It’s all about the cultural connection.
As with any brand communication project, there are many facets to get right. Ultimately, photography is just one element of a brand’s visual identity. One of the many jigsaw pieces which need to come together in perfect harmony to create the beautifully effective end result.
Showing imagery of the people behind your business will help create a connection, build trust and increase engagement.
Planning a team photoshoot
Most people will say they hate having their photograph taken and it’s important to find a specialist photographer who will help your team feel relaxed in front of the camera, giving guidance on everything from what to wear to how to pose.
Location is also crucial. Whilst the focus will undoubtedly be the people, the setting, lighting and props and accessories all combine to make a great photograph.
And finally, whilst having great imagery is important, having up to date imagery is even more so. No one wants to walk into a room looking for the clean shaven guy only to find they’re faced with a big beard. There’s a value to the attention to detail that high quality, appealing, and recent imagery brings.
Strengthen your customers connection to your brand
If you’re interested in talking to us about a brand or photography project or just want to find out more about us and what we do, please get in touch with a member of the team.
Or discover our branding, naming and strategy services for more information on how we help brands create connections through our range of creative services.