What makes a BRAND photographer GOOD (how to choose one for you)

Most people hiring a brand photographer for the 1st time can't tell a “good photographer” from the hole in the wall.

Run through this quick checklist to see if the photog you’re eyeing for your brand shoot has what it takes to meet and exceed your expectations. And yes, you want someone to exceed them – the world is difficult enough for us to settle on anything less harmonious.

(I'm focusing in this blog on "people brands" (personality-based, human-represented), if you're looking for another type of brand photography head here for a list of available niches.)

There's no denying that some of these are self-evident, but I wanted to break things down to eliminate the vague and bring clarity and help you focus. Like this 1st one...

1. They must be GOOD AT PHOTOGRAPHY:

What's that mean??
 

• Knows and uses the rules of composition and knows when it’s good to break them

• Knows and uses the variety of lighting situations, and knows how to manipulate the light to create mood and visual effects

• Knows how to guide uncomfortable and squirmy people into naturally good looking poses and situations consistently

• Is proficient with whatever camera and lens gear they bring to use at your shoot

• Is a professional (read “no drama”). Calm yet fun to be around. Relaxed but keeps things going like clockwork. Got the shot? Onto the next. Portrait photographer sets the rhythm of the shoot and they must be able to carry the energy of everyone involved in the project. They must have that strong will that overcomes whatever obstacles come their way to getting the shot. That's what "professional" means in the world of photography.

2. “ARTIST” IS OPTIONAL.

Let me explain… not that this person doesn’t have a vision or a style, but… they’re working on building brands for other people - each with their own vision and style. And therefore they have no need (and often capacity) to create their own vision and style, because this won’t be what people hire them for anyway. Who would want to replicate someone else's brand? I hope we're on the same page here!

3. RUNS AN ACTUAL BIZ

With solid and repeatable results. Meaning - has a working system and can guarantee success (with your brand photos) AND knows a thing or two about marketing a business. Which is worth repeating, so...

4. KNOWS A THING OR TWO ABOUT MARKETING YOUR BIZ

Means - consistently works with people/brands just like you, and knows what you need, why you need it and how to connect your needs to what they do in that magical way that delivers sparkle and engagement with your audience.

5. KNOWS A THING OR TWO ABOUT VISUAL AESTHETICS

Interested in design, graphics, visual aspects of everything. Is into arts, is into design, has a good eye and taste and is aesthetic (means interested in how something looks and feels. An example of someone who is aesthetic might be any visual artist).


6. (And my not so humble opinion is that your photog should be able to) DELIVER IMAGES IN THE STYLE THAT YOUR BRAND NEEDS. Which means that they either have to have that kind of photographic style, or they should be able to deliver in a whole variety of styles - being that they are a pro at executing a visual idea, and don’t just pursue some camera settings that they learned to bang out pretty pictures with. 


7. You’ll prob need them to BE AN ART DIRECTOR for you as well.

(I’m covering what that means in the next post.)

Most people who hire a photog ASS-U-ME that the photog is supposed to play that role - read “they should know exactly what images I need”.  But they have no idea what kind of skillset that entails. So this assumption is wrong on a whole other level of bad – I cannot even begin to shake my head, 'cause my ears will fall off from all the enthusiasm.

Remember that the photog you’re hiring (unless they hit all the points above) is most likely gonna ONLY be great at executing a very specific vision (at best!), but not creating a consistent vision FOR you. Not for the day rate they’re probably charging you anyway. Cause that's what art directors do! 

So take good care of planning this collaboration and decide in advance whether you’re in a place to just get anything at all, or you'd like to invest in a consistent library of visual assets that truly represent your personality, style and a brand message.

Questions? Pop them in! I'm here for it.

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.

SIGNUP TO GET POSTS INTO YOUR MAILBOX

First Name

Email*

LET'S DO IT!

Marketing by

ActiveCampaign

7 Simple Steps to Plan a Perfect Branding Photoshoot

Hello there!

I have taken many great headshots of people, only to find out later that they have not been used anywhere outside of their social media profile pictures. Get this: people have spent hundreds of dollars getting these shots of them done, but are not being using them as widely as what they were made for!

Want to know why? Stick with me, I’ll tell you in a minute, because there is an incredibly simple answer to that question. 

If you are an entrepreneur like me - you are constantly finding yourself in a launch mode. And for every campaign you’re building - You KNOW that you need new photos! And the reasons for that are:

• You need to grab your audience’s attention and stand out above all the digital noise out there.

• At same time you need to appeal and relate to them on personal level.

• The old photos are either outdated, or were never taken at all.

• May be you’ve lost weight or changed something about the way you look - and need to show your NEW self.

• Or may be you want to appear more prominent in your campaigns and are trying to relate to your audience by showing them who you are and telling them your story - in a compelling way - so it is easier for them to remember you.

• In the worst case - you have hired a photographer, got the pictures done, and they are NOT what you have expected. Being back to square one can feel pretty discouraging.

But you have no idea how to even begin to approach all that. What you would typically do is - find a decent headshot photographer, and tell them “I need new headshots! What do you charge?”. They give you their package rates, you end up hiring them, and they take great photos of you. In the best case - without a solid plan - you will end up with a good series of shots. But as soon as you try to use them you realize that the photos you got don’t really go too well with your website design, or with your brand’s message, or that you needed different formats - e.g. full body shots with some props, instead of just a cropped head and shoulders kind of an image. Or more vertical photos.

Add to that the fact that in the last decade - photography has come very far. And so did our perception of what’s interesting. What is grabbing people’s attention and what makes them want to find out more? The imagery has to flow well as a cohesive story that connects all the elements of your launch campaign, including the copy. It also is the main representative of your brand in all your social media and advertising efforts. Have you ever heard that nothing stops people in their tracks faster than a powerful image?

In order to avoid the situation where you have spent a lot of money on new photos and can’t really use them, or end up re-designing everything to match these photos (they are great photos after all!) - you simply Must Have a Solid Plan for your photoshoot! Because planning is the most important step towards getting the right pictures done.

It sounds simple for sure - just make a plan and follow through the implementation of every single small element of it. But how do you do that?

I have planned MANY photoshoots and for me it’s a breeze.

To help you guys - I wanted to create something as simple as possible, that will be of great value, and I want to offer it to you. Use it any time when you are planning your shoot - with me, or any other photographer.

I created a simple to use PDF - it is called “7 Steps to Plan your Perfect Photoshoot”. Grab it right here:

This list will help you to always be prepared for any photoshoot you need to have. And it will save you a lot of money, because you’ll be able to achieve all your photography goals in a minimum timeframe, with minimum effort. 

You can print it out, or simply use as a reference - it's up to you. Use it to make a perfect plan with your photographer and you will always get better results than you wanted from your branding photoshoots.

I always welcome and appreciate your feedback or comments!

Cheers,

Irina

SIGNUP TO GET POSTS INTO YOUR MAILBOX

First Name

Email*

LET'S DO IT!

Marketing by

ActiveCampaign