You’ve nailed your logo, have your voice and story down pat, and can rattle off product numbers like it’s nobody’s business. But what about your imagery? As they say, a picture is worth a thousand words and in today’s visual-first world, it might be worth a thousand customers.
What is Brand Photography?
The short answer: professional photos that capture and communicate your brand’s identity.
The long answer: brand photography encompasses “the unique characteristics that influence a brand’s perceived personality, appearance, and behavior” (The Branding Journal). It’s how you choose to appear in front of the public—and how you want them to perceive you.
To get it right, start by revisiting your Brand Standards. Then, work with a photographer to translate your vision into visuals by capturing:
Business Owners - leadership’s personality and presence
Teams - the people behind the brand
Offices/Stores - the spaces where you brand lives
Products - especially important in our industry where the product is the story
Why Brand Photography Matters
1. Brand Recognition
“Brand photography builds brand recognition. Every image is an advertisement for what you’re selling, so taking time to think about the content you’re generating and sharing is of the utmost importance.” (McMillan & Phillips Digital Creative Agency)
Think about brands like Ralph Lauren, Gucci, and Chanel. Ralph Lauren’s photography exudes casual elegance and warmth. Gucci embraces bold, chaotic vibrancy. Chanel balances sophistication with aloof minimalism. Even without seeing a logo, you can tell who’s who.
Sources: Ralph Lauren, Gucci, Chanel
2. Engagement
High-quality brand images aren’t just pretty, they spark interaction. The right photo can make someone stop scrolling, click for more, or choose you over a competitor.
Brand photos visually narrate your story and attract customers who share your values. If you focus on luxury or eco-friendly products, choose colors, textures, and settings that reflect that identity. As Anthony Romano Creative notes, “Branding photography becomes more than just a headshot. It becomes your story!”
Quality images also increase shareability. “High-quality images can encourage users to share your content on social media platforms, increasing your reach and visibility.” (The Design Hive)
3. Consistency
“Brands with consistently unified photography are easier for consumers to learn and instantly recognize…” - (Oneupweb)
In our industry, companies like Numo have mastered this skill. Their brand photos are instantly recognizable in a crowded social feed.
Source: Numo Facebook
If your visuals constantly shift in style, tone, or quality, you dilute your message. Consistency builds trust and keeps your audience anchored to your brand identity.
4. Performance
Clear, high-res, detailed product photos help customers make confident purchasing decisions. Show products from multiple angles, in use, and in real-life contexts. This not only signals professionalism, it directly impacts sales.
“When it comes to selling online, visuals speak louder than words. Over 75% of online shoppers rely on product photos when making a purchase decision. Investing in quality product photography can significantly impact your conversion rates.” (The Design Hive)
Quality images also help with SEO. On the backend, optimize every photo with descriptive filenames, alt text, and captions.
Avoiding Stock Photos
Stock photos can fill gaps, but overused images are easy to spot and can cheapen your brand. “Savvy internet users – i.e., your existing and potential customers – can spot it from a mile away.” (Oneupweb) Stick to less common images (avoid anything with millions of downloads) and remember that excessive stock use may even hurt your SEO.
Working On A Budget
Can’t afford a professional photographer? No problem. You can still capture great brand photos using a smartphone. Check out Through The Lens, a photo series that teaches you how to maximize your phone’s camera to create images that look professional. I recommend this episode if you’re starting to work on your catalog photos.
Remember, your brand is more than your logo, tagline, or color palette. It’s also the images you put into the world. Done right, brand photography builds recognition, drives engagement, creates consistency, and boosts performance. It’s not just worth the investment, it’s essential.