Brand Photos That Tell Your Origin Story (And Why It Matters)
Hiten, Business Owner, The Eye Cube. West Hampstead, London.
As a London-based personal branding coach and photographer, one statement I frequently hear goes somewhat like this:
"I don’t have a story to tell, I just need some photos for my socials."
It's a fair point - visuals play a massive role in any brand's identity nowadays.
Research shows a staggering 64% of consumers cite shared values, or a human connection, as the main reason they have a relationship with a brand. Your photos can't simply look aesthetically pleasing; they must convey your brand purpose, values and story at a glance.
What's the point in splashing out on fancy brand photography if the shots feel soulless and disconnected from the real you?
The good news is that with some clever planning, your personal branding or corporate photoshoot can genuinely capture the essence of your unique brand story.
The images will authentically embody who you are and what you represent.
Today, I'll impart my top tips as a story-focused brand photographer in London for infusing your next shoot with brand individuality.
Tip #1: Get Clear on Your 'Core Why'
Behind every brand lies a set of beliefs, principles and core driving motivations that underpin the visuals and messaging. These are the 'why' factors that shape your day-to-day operations and bigger picture vision.
Prior to your branding photoshoot, take a moment to articulate these 'whys' for your own brand. Reflect on:
The experiences or frustrations that inspired you to launch this venture
How you strive to genuinely improve your customers' lives
The broader societal impact you aspire to beyond just profits
The values and ethics that guide all your major brand decisions
Having this foundational narrative locked down provides a storytelling blueprint for your photographer to visually interpret.
Tip #2: Explore Symbolism & Metaphors
A hallmark of compelling brand imagery is the considered use of visual metaphors that evocatively communicate more abstract concepts.
Think brands like Apple using imagery of reaching for higher ideals, or athletic brands featuring mountainous metaphors for endurance.
Collaborate with your photographer to identify symbols and metaphors that relate to your brand's motivating 'whys'. This could involve strategic use of props, locations, poses or even colour grading techniques.
The visuals should make an intuitive brand association in a understated yet memorable way.
Tip #3: Highlight Your Passionate Humans
Even product shots devoid of people should connect back to the driving humans behind the brand.
For service-based brands like my photography, showcasing the personalities and expertise involved is essential. We're not just capturing faceless headshots - we're distilling creativity and passion into visuals. My aim is for viewers to forge an instant emotional connection with each brand.
Discuss with your photographer how to capture authentic, off-the-cuff moments revealing who you truly are behind the scenes.
Tip #4: Anchor the Storytelling in a Relatable 'Hero'
Brand storytelling has maximum impact when your audience can self-insert into the narrative. Your branding images need to introduce that narrative hook.
Identify a 'hero' - either yourself or an idealised customer persona - then create visuals making their goals, struggles and transformational arc viscerally felt.
When you nail this relatable 'hero' angle, your brand subconsciously becomes the guide the viewer craves by their side.
Tip #5: Unleash Unexpected Visual Creativity
With infinite brands vying for limited attention, your images should stand out by feeling disruptively fresh and unique.
Get creative in upending cliched visual formulas that make most brand imagery feel forgettable. Perhaps place products in surprising contexts, or experiment with bold new lighting setups for your team.
There needs to be an inherent boundary-pushing quality demanding a double-take from viewers. The shots should spark instant intrigue: "Hang on, what is this fascinating brand all about?"
My Expertise as Your Brand Consultant
Does bringing your brand's full narrative essence to life through imagery feel a tad overwhelming? Not to worry - it's my speciality.
In my earlier years, I enjoyed the privilege of providing brand consultancy to numerous businesses, including multiple startups funded by one of the Dragons off BBC’s Dragons’ Den.
I will help you understand your 'why’.
By delving into your motivating 'whys', identifying symbolic storytelling metaphors, highlighting your passionate 'human' side, anchoring it all to a relatable hero figure, and injecting a bold creative spin - together we'll craft imagery that doesn't just look pretty.
It will actively captivate your dream clients and convert them into loyal evangelists, craving to be part of your brand's unfolding journey.
So if you're intrigued by the prospect of infusing your brand photography with this level of strategic intentionality, I welcome you to start a conversation.
Let's uncover and unleash the powerful narrative impetus driving your continued success.
