Representing Your Company’s Personality through Professional Business Photography
Customers are looking for authenticity in a business, but they will also pay the most attention to what stands out. Your company is as unique as the people who built it and how it is represented through marketing images goes a long way in communicating your business’ personality to your customers. Images show the many faces of a company: employees, leadership, ambiance and culture. A collection of professional business photography gives customers a sense of what to expect when they choose to work with you.
In my years of experience working with many companies to create stock libraries and professional headshots, I’ve found several key characteristics they are looking to communicate in their images: dependability, creativity, friendliness and confidence.
Conveying Confidence and Dependability
Lawyers, banks, and advisers are often looking to convey they are trustworthy. The best way I have found to craft that dependable, confident vibe is through serious-toned images. Darker colors, solid backdrops free of distracting detail, a crossed-arms pose—all these little details add up to say to the viewer “I am serious”.
Trust is a key component our client shown above wanted to convey—behind him is a large bank door with just enough detail to look impressive and unique, but not distracting. The dramatic lighting, with hard edges, rather than a soft glow was set to create more contrasts.
Feeling Friendly
Many companies who spend a lot of time with their clients want to appear friendly and easy to work with. Bright or natural backgrounds create an open feel and convey a happier mood.
The two employee portraits shown above are real estate agents, and their smiling faces reassure the viewer they are congenial people who are easy to work with. The lighting is softer here, and there’s a lot of light—shadows would convey a heavier mood.
These real estate agents pictured outside have a local, at-home feel—the scenery evokes the thought of neighborhoods and backyards, which of course lends itself to what theses agents do. The lighting here is natural, and shadows, though present, are much softer and blend together rather than stand out dramatically.
That Creative Touch
Companies looking to stand out from the crowd, such as marketing and tech companies, often want fun, more detailed pictures that are particular to their messaging, logos, or work.
I did a series of images for a marketing company called “Creative Quarterback”, and we decided to theme all their website photos around their name. Correlating their branding and photography allows their message to sink deeper, drawing connections between their website text and the images, making their company more memorable.
In translating a company’s personality to their photos, I do the heavy lifting for my clients, using my own creative eye and experience to develop the perfect visual. I work closely with my clients not only to get a sense of their vibe, but also discussing with them what they want to convey. If you are looking for professional business photography to help you bring your company personality in front of your customers, you can contact me here.
