The Role of Photography in Branding

Do you know what I hate? Photoshoots. In fact, I’ve absolutely hated having my photo taken since I was a wee little Kayla. You can see the picture below for proof. 

(from left to right) My sister, brother, and I. And of course, I was crying.

But as a small business owner working in the marketing world, I know that branding goes way beyond logos and color palettes. Cause as a small business, your branding is you. Authentic photography creates a strong first impression for your business and serves as the catalyst for effective visual storytelling. 

So, let’s talk about why photography is an essential pillar in the foundation of your brand identity and how it can communicate value, tone, and credibility.

Why Photography Matters in Branding

Did you know that your brain processes images faster than text? According to MedTech Intelligence, the human brain not only processes images around 60,000 times faster than text, but it also takes only 13 milliseconds for the brain to process an image. Additionally, 90% of the information transmitted to the brain is visual. So it goes without saying that the role of photography in branding is essential. 

Excellent brand photography not only allows your audience to process more information but also fosters an emotional connection. Photography that reflects your small business’s identity can help build recognition, trust, and loyalty, often before a single word is read. When your visuals consistently reflect your brand’s tone, values, and target audience, you create a cohesive experience that feels intentional and memorable.

Whether it's a striking product image, a warm team photo, or an inviting behind-the-scenes snapshot, strong photography helps people feel connected to your brand, making them more likely to engage, share, and buy.

Key Ways Photography Supports Brand Identity

Remember, photography in branding is all about telling your small business’s story visually. So, what is that story? Knowing the “who, what, and why” behind your small business is an essential first step into capturing the soul of your brand. Start with behind-the-scenes shots, team portraits that show personality, and lifestyle imagery relative to your industry. And don’t be afraid to lean into upcoming holidays! These images can be used on social media, emails, holiday cards, and more. 

If you’re still having trouble coming up with the infamous “shot list,” I love this guide from Bethany Lavin Photography. 

Stock vs. Custom Photography: Pros and Cons

We can’t talk about brand photography without addressing stock photography. Although there are pros and cons to both, I’d argue that stock photography should also be used in a pinch. And even then, you should strive to make edits to that stock photography, such as adding overlaid text or applying a filter. Remember, the goal with brand photography is to be authentic to the identity of your small business. So, when choosing stock photography, make sure that you’re choosing photos that truly represent your small business. 

Tips for Creating a Strong Visual Brand Through Photography

So, where do you start when creating a strong brand image? Intention and consistency! And one of the best ways to do that is to develop a brand photo style guide. 

Remember that shot list that I mentioned earlier in this blog? It’s essentially your brand photo style guide. A shot list or a brand photo style guide outlines your preferred color tones, lighting, composition, subject matter, and overall aesthetic. Think of it as the agenda for your photoshoot that you provide to your photographer and team, keeping you on track throughout the photoshoot.

 Another tip is to work with the same photographer whenever possible. If you can’t, then make sure to show your photographer previous photos, noting the editing style and lighting. Remember, it’s essential to maintain a cohesive look across all your marketing channels, including photography.

Final Thoughts: Make Photography a Strategic Investment

At the end of the day, what is photography but a strategic investment in your small business? Strong photography leads to higher engagement, brand loyalty, and sales for your small business. That’s why you should consider it as a “need-to-have” instead of a “nice-to-have.” So sit down, take a look at your current photography, and ask yourself - does this truly reflect my small business?

Need help upgrading your brand visuals? Let’s talk about how photography can elevate your brand with Iron City Social. You can reach us by phone at 256-648-3210 or by clicking here to contact us.