Powerful Brand Images Begin with Strategy, Not Lighting

A great photo doesn’t begin with a camera, light or lens.

An effective, powerful brand image is nearly done before the shutter button is pressed.

First you have to understand what you want to say, where you want to say it, and who you want to say it to. A shot for a web page demands a very different approach from, say, a billboard. Are you speaking to an educated audience, or introducing something new to people who have never heard of you?

As you get a handle on what you want to say, the next question is how do you want the viewer to feel? For instance, will the photo exhibit a warm, nostalgic sepia tone, or a cool, precise blue tone?

What other elements that make up your message? Have you thought through location, subjects, hair, makeup, wardrobe, and props?  

To start with strategic planning ensures your brand portraits align with your website, marketing, social media, and long-term brand goals, so you benefit long term from consistency and recognition.

That’s not to say the camera, lighting, and lens choice don’t matter, but without understanding that rest of the equation it’s impossible to deliver on the strategy.

If you’d like to chat about how your brand might be best served, drop me a line. I’m always eager to deliver on the next challenge.