Introducting special guest blogger, Lauren Dixon of Yellow Digital.
Throughout my 10+ years in the industries of marketing, advertising and graphic design, there is one thing that has stood out as making the difference between a successful brand, and a brand that struggles to convert their audience into a sale, a lead, or a follow:
Using high quality photography.
Without even knowing it themselves, your audience is searching to connect with your brand. They want to know your story, to see why and how you are different from everyone else. They want to be intrigued, and get that rush of dopamine you get when you see something exciting!
We live in a hugely visual world, full of people with terribly short attention spans (thanks social media!) When it comes to grabbing the attention of a potential client or customer, a blurry, low res-image is just not going to cut it.
IMAGERY AFFECTS PERCEPTION OF YOUR BRAND
Remember when newspapers were a thing? And journalists and Public Relations Managers had all of the power of how your business was perceived? Times have changed my friends, and now YOU are in the driver’s seat.
You control the copy (wording) of content.
You control the emotions within your story.
You control how people perceive your brand.
Use this power to present the best ‘you’ possible!
While this is incredibly powerful, it can be a disaster if your imagery, pricing, and voice are all out of sync.
Imagine a professional consultant who charges thousands of dollars for their service. They speak professionally throughout their copy, share great tips on Facebook about their industry, but they’ve shared a grainy photo of themselves in their jandals, holding a beer. Or they've included the smallest photo you’ve ever seen on their website. Would you consider that professional? Probably not.
If that disconnect between your presentation and promise is large enough, your customers will run to someone else.
A well thought out collection of professional images establishes a mood, sparks conversation, and conveys more ideas than a paragraph does. When teamed with a caption in your voice that conveys an emotion aligning with your brand, the precious 3 seconds to grab someone’s attention is much more likely to connect.
Broun Communications showing that they offer MORE than just traditional PR services.
CREATE INTEREST WITH PHOTOGRAPHS
Quality photographs stop people in their tracks and make them try to decipher the story behind it. If we’re talking social media, that pause is the difference between someone taking note of your business name, and someone scrolling past. For example, take a look at these two posts:
Which photo suggests getting a meal with friends? Which one are you more likely to pause on?
Have you ever been interested in welding? How do you feel after seeing the photo below?
CONSISTENCY ACROSS YOUR MARKETING PLATFORMS
WHY HIRING A PROFESSIONAL photographer IS A GREAT IDEA
Hiring a professional photographer gives you the chance to build a rapport with someone who wants to showcase you and your brand in the best light possible. Your photographer should understand your vision and goals for your business, and also understand the person/people behind the brand so they can best tell your story through imagery.
They also bring a huge amount of creativity to the table, and have likely taken the time to research your industry to see what your competitors are doing (so you can do something better!)
Professional photographers can capture a wide range of shots for you - landscape for website placements, vertical for Stories and Reels, headshots for LinkedIn . . . we know all of the required placements these photos will be used in!
Feeling comfortable to be yourself around your photographer is hugely valuable. Like these photos of Carli from One Hundred Years Boutique.
moral of the story
High quality photography will elevate your brand. By using photographs that convey your story, tone, and message, you create an emotional connection with the viewer. They can either resonate with the people in the photo, aspire to be the people in the photo, and/or want to use the product being showcased.
You have nothing to lose by investing in good photography, and everything to gain.
This blog shares tips and tricks for you to get involved with photography, and keeps you up to date with my exhibitions and shenanigans.