I think there’s one thing we can all agree on… marketing is expensive! But done right, it can be very effective. Think of marketing as the life blood of your business.

Brand photography is part of a good marketing plan. It helps make your marketing more effective. But it is an investment as well. So if you’re trying to decide if a brand photography session is worth that investment, ask yourself these three questions.

Are you making the right first impression with what you’re doing now?

How many times have you compared companies by looking at their websites? Which ones gave you a better feeling about working with them? How did that impact who you ultimately chose?

First impressions are powerful, and they form the basis for an attraction or relationship. The company that made the best impression did that with the way their site was designed, the message they conveyed, and the photography they used. They created an emotional connection that made you think they were more trustworthy or provided a better value than their competitors. Brand photography plays a big role in that process.

Are you selling something intangible?

If you’re selling products, photography is crucial, especially if you’re selling online. But if you’re selling a service—something intangible—that’s where professional brand photography becomes so very important.

Service-based businesses have a challenge to sell something that people can’t necessarily see, feel, or touch. It can be harder for clients understand the value when there isn’t an actual product involved.

That’s where brand photography comes in. It can be a key component in demonstrating that value. It can be used to add a personality to a business or business owner. It can show the people clients will be working with, visually demonstrate what working with a company will be like, or convey a company mission or vision. It can help create the trust factor that is so important for a successful service-based business.

Do you look like you’re worth a premium price?

Take a look at some of the premium brands of the world. What images do they use to advertise?

They make sure they look expensive! This is not by mistake. It is a well thought out branding plan that includes investing in top-notch photography and graphics. If they were using DIY photography that looks amateur, they would never attract the upscale clients they’re looking for.

If you’re trying to attract a higher end clientele who understands the value you bring for the price you’re charging, DIY images aren’t going to cut it. A premium service provider that wants to attract clientele that can afford to pay higher prices needs to look the part. Brand photography is essential to do that.

Using professional brand photography is a great way to up level your marketing, but it’s only part of the plan. A comprehensive marketing plan that includes brand photography can really help your business soar. How can we help your business?

Photos: Danny is a landscape architect who owns a boutique firm known for personal service. It was important to show him and his team in an outdoor environment while capturing their fun personalities.