In my previous business, I took photos for business brands across almost every industry, with clients ranging from start-up to international companies. Something I came across much more often than I would have liked to, across the whole spectrum of business, is a poor use of the photos I’d taken!
If you are investing in a photo shoot to amplify and build your brand, it’s so important that you know how to use your images properly to get the most return from your investment and unleash the power of those great images.
What you MUST DO with your new business photos:
- Choose a small selection according to your current needs – e.g. one image for each page of your website. These should illustrate the accompanying text and complement the page design. You can review/swap your images later on as your needs change or to refresh audience interest.
- Make sure the design in which you place the images allows them to be large enough to make an impact. There’s no point in a fantastic shot of you at work with a client if it’s only thumbnail size! One strong banner image across the top of each website page works best to get audience attention and convey a strong message.
- Consider audience: you will want to use your more formal, professional shots for official website pages and LinkedIn profiles, while a fun snap of your team could work well on your Facebook page.
- Take the advice of your designers and allow them to choose the key images for your web pages and print marketing materials – they should know which images will have the most impact, work best with overlaying text, and fit the design of the site.
What you MUST NOT DO with your new business photos:
- Put the whole lot up as an album on your Facebook page. While you’ll get a lot of immediate likes, you are revealing your entire hand at once which doesn’t allow for prolonged impact, and you are not using them strategically for certain contexts.
- Post images of your products and services all over Instagram or Facebook without some layer of protection, such as a logo watermark or copyright notice. If you put it up on these particular social sites, it’s no longer just yours – people can share and use as they wish – so think before you post.
- Crowd a web page with too many images that demonstrate the same thing.
- Fit the images into too-small spaces on web pages (see above).
As a personal brand consultant, I love to showcase my clients’ brands in my monthly newsletters, weekly blog and daily social media. However, if the work I’ve done with them isn’t being done justice because of poor web design, poor content or poor use of images – I will choose someone else to brag about. And to finish – here are a few client examples I am happy to share – congratulations to these businesses!
Gold stars to these clients