How are photogs similar to cakes + what can branding photographer do for you
Imagine walking into Whole Foods.
They’ve got an okay bakery, right? They’ve got challah bread, naan bread (that yummy Indian flat bread that keeps calling my name every time I see it), cakes, chocolate chip muffins, oatmeal-whatever cookies - they’ve got a lot going on.
So, on a regular night, you’d pick up your favorite simple-carb option (carrot cake for me! or chocolate!.. and you?), bring it home, eat it all at once (because who can ever stop? I know I can’t)...
Congratulations! You just got fatter, and that’s not even the worst part. The worst part is that in 2 days you can’t even remember that you ate it. It’s so… ordinary. Even if it looks pretty…
Now… think about a special occasion. Think about a once in a lifetime event, like your favorite offspring’s 16th birthday. Would you go get a cake in Whole Foods? Are you saying you might? Ok, I’m not judging. But let’s imagine you’re on a sentimental side, like I am. I want the most special cake (last time I ended up getting three and freezing one for later) for my 6’2’’ tall “mom-I’m-no-longer-a-child-so-please-stop-treating-me-like-I-am”.
That’s the kinda cake (or three cakes!) we’ll talk about for a couple of years if not for the rest of our lives. #dontLetMomGoToBakeryAlone
I also won’t serve it right in a box, uncut, with a fork digging in straight into the pie.
It will be on a special “cake” platter, with a heavy glass cover, and it will be cut and served with the utensils I got from CB2 (the pretty kind). I’ll also get the candles on the cake, and there will be more candles all over the dining area. It’s a special experience that will make my heart melt to create and share with my loved one and our friends.
Now let’s go back to you and why you’re here.
You see… YOUR BRAND IMAGE ONLINE MUST BE A SPECIAL KIND OF EXPERIENCE. The kind that people won’t forget for a while. The kind people will forward links to their friends (my closest friends CONSTANTLY send me links to resources I might be interested in).
What does “branding photographer” even mean?
“Branding photographer” is specially trained and focused on creating images that will make your brand look SPECIAL, UNIQUE and UNFORGETTABLE. The key here is in their approach to planning the photoshoot with you much more than the actual picture taking.
See - most photographers are simply - technicians.
They master the camera and the light
They figure out a few creative techniques that work for them and in their niche (be it portraiture, events or art) and they bang it out on an ongoing basis. It’s their system. Some may call it a “Style”.
The photographer I’m talking about here - knows BRANDING. They know ONLINE MARKETING, they’ve done it, they’ve invested, lost and made money using online selling methods. They know what people want from an online brand. They know what works visually, and most importantly - they’ve created a system that allows them to take anyone’s online platform and transform it using powerful imagery.
They have no specific “style” per ce. They are flexible enough and good enough technicians to figure out the creative approach necessary to capture the images that will take your business to the next level of income and to the next level of badassery.
Now that I covered that - let’s review what such a person - a branding photographer - can do for you and your personality-based brand! And let’s use an abbreviation BP (branding photographer) for brevity of this post (which is not happening anyway, because when it comes to writing, I’m a “talker”).
1. They get you photos that allow you to grab immediate attention and proceed to capture hearts and minds with your images and your platform.
That means - more signups, better conversion rates and therefore - bigger sales. Doesn’t that sound like “cha-ching”?
“I know I need photos for my website, but I’m not sure where to begin” - this is where we have the most fun.
2. They give you confidence that you’ll get the images you need to uplevel your business
Working with a BP there is no question whether they’ll get your brand and you. It’s a question of whether you’re ready to unleash yourself and your brand upon this world. Because during the brand shoot planning work, while dotting all the I’s and crossing all the T’s - there’s no way in hell you and your branding photog won’t be on the same page on the shoot day.
3. They don’t just know how to use the camera, they are TRUE creatives and they specialize in BRAND creation.
“Regular” photographers are for “regular” people. If you want the sky to open up and to see a big hand come down and give you a lift up to the level where you see yourself be, as your business grows and gets established - you hire a branding photographer. They’ve got a magical “Visual-brand-thinking” hat, and once they put that on - it lets them figure out what perfect and catchy images you need most and how to get them for you.
4. They make you (and your audience!) feel SEEN, HEARD and UNDERSTOOD
BP understands the delicate aspect of speaking and appearing to your online audience in a very specific way while remaining genuine and authentic. BP takes the time to examine the details of your personal style and taste, as well as what appeals to your audience and can help you devise all kinds of possible ways of merging the two into your story brand and message.
Showing your personality means getting the client you want. The client who already knows and likes you, is the more exciting to work with and help. And easy to sell to!
5. If you haven’t yet figured out everything about your brand - they can help you
BP can ask all the right questions about your brand. So if there’s something you need help specifying or focusing on, or brainstorming - they are a great addition to your team.
BP KNOWS branding. They know what it involves to do the work and define the brand in the most precise ways - from competition and market analysis, to building the color/style and mood boards for your brand. They would not steer you wrong from what’s best for your business. They will challenge your vision and ask questions to help YOU gain clarity about your brand and to make the rest of the marketing EASY.
6. They are the outside brain that can help you identify your brand’s story
They pull out the stories you will tell your audience and connect them to imagery in a relatable and meaningful way.
They look out for your best interest, and are amazing to brainstorm ideas with. They have the visual experience you most likely don’t and they see the bigger picture, because they are not inside your head - too close to your business. They pull your focus where it belongs - on your audience’s experience and how to enhance it in a way they fall all over themselves in love with what you do and why you do it.
They can help you see different aspects, or angles, of things and invite you to get into details, so your brand provokes curiosity and entertains.
7. They are aware of all the latest trends and tricks of the trade
As a highly specialized business niche - they know the latest visual trends in the online marketing and will guide you in setting up your platform in a way to provide the best possible experience for your audience and to make you remarkable and unforgettable in their eyes.
8. They know online marketing so you don’t have to spend time getting them educated on your visual needs
They know what the sales funnel is and what the dynamics of it are. They know all about the cold and warm audiences and how to transition people from one level to the next. They’ll also help you better understand those dynamics so you can build a better sales machine inside your online business.
In all marketing terms - they speak your language. Lead pages, thank you pages, upsells, downsells, warm ups, email marketing, brand storytelling - they are your online marketing best friend who is like a golden retriever and a cheerleader in one bottle.
9. They will support you and talk you off the ledge
We all have doubts and bad days. We all get overwhelmed with projects that seem bigger than our heads. Wouldn’t it be nice to have someone by your side who believes in what you do and will remind you how awesome you are when you most need it? Because chances are - by the time you two are done with the brand definition and a mood board - they believe in you more than you believe in you. Although, in my experience, once the mood board is done - nobody experiences much of self doubt anymore. Visuals have that kind of a power over us.
10. They can connect your design ideas and color schemes to the images that go well with them
Knowing all the design details they can see what kind of images will look best - based on the page’s visual theme, your style, the brand message and the mood.
11. They will keep you accountable
Let’s admit it - when you’re working with a pro, you’re most likely under a contract, that probably has phases and deadlines established. And if you don’t want to lose your deposit or the money you pay them if they’re on a retainer - you’ll be completing the planning tasks assigned to you in a timely fashion, and not postpone this crucial step of building up your business for a month or 2 (which, as we all know can easily turn into a year or 2!). They are your accountability buddy - making sure the tasks are being completed and that you’re moving towards finishing this phase and things move smoothly towards your defined goals.
12. They know what you need on a technical side of digital imagery
They know about all the graphic considerations and image resolution specs you need for various corners of your online “party space”. They know about the copy space, and the margins. So when you plan your shoot, and execute - you’ll get the photos that are just right for your platform and fit the requirements of your web pages, signup forms and other assorted places, like social media, email signatures, profile pics etc.
13. A headshot is not the same as a profile photo.
And who knows the difference better than a branding photog? They won’t let you make the mistake of putting a low contrast pic that draws no attention to it - in the tiny square of your profile picture space. They’ll make sure to follow up as well, and guide you in making better image choices post-photoshoot (see my next point).
14. They’ll keep you “warm and hydrated” (as in “they won’t leave you high and dry”)
They will hold your hand through the usage and placement of the final product - photos - on your site, your social, and the works. It’s their honor and duty to do so. If anything needs to be brightened up, sharpened or color adjusted - they will work with you or your graphic/web designer to make sure those photos are giving you maximum boost and appeal.
15. They are partially your style consultant
They can help you figure out best props, locations, wardrobe, etc. to match your brand’s moodboard. They may not have them all at hand at your request, because every client’s brand is unique and you don’t want to reuse someone else’s ideas.
16. They’ll know what images will work better than you do
When you look at photos long enough - you’ll find that they all have certain energy and mood that they provoke in us. Your BP is an artist that can create a mood appropriate for the message you are sharing, based on the amount of experience they’ve had creating all kinds of moods in their photos.
17. They are GREAT at directing you to open up and be your best self during the photoshoot.
Unless you’re hiring someone who shoots flat lays (those images that nobody can stand anymore) your photographer has a great experience photographing people and knows how to make them look good. Everyone has different features that either can be highlighted or made less so, and nobody is a better master at those things than your BP.
I had some more coming, but I want to stop right here. Besides - we all have work to do and by now I probably convinced you to take certain precautions when choosing a photographer to shoot your brand photos. You also have some ideas on what questions to ask them during the initial consultation, right?
Cool.
Here are all the ways you can work with me as your branding photographer. Now, I’m real special in my field, because I also help people build brands. So there are quite a few options [offers are current and edited Nov 2021]:
Power Portraits® package - helps define the personal brand along with its stories in one cohesive document, guides you while creating mood board, and climaxes in one (sometimes two!) photoshoots to cover all your immediate image needs and wants.
The 1-on-1 time with me is becoming more and more precious, but for the moment you can still grab a 90 minute brainstorm or a consultation with me.
And if you’re not ready to get to work on your branding yet, sign up to get started with my regular coaching emails (you’ll get up-to-date info on trends and deals from me and my hand-picked and vetted affiliate partners (I’ll keep your information safe and sound).
K, bye!
Irina
PS: Sign up with for the emails that inspire you to build a more powerful brand. You’ll also get occasional tips and tools to make your online marketing easier, as well as fresh thoughts and other shenanigans I find worth (over)sharing.