Telling your business story through commercial photography

The images you share have an immense impact on how your business is perceived by your customers and the wider public. This is why it is essential to have clearly defined goals when it comes to your commercial photography.

Let’s take a look at the importance of photography in telling your business story and the three questions you need to ask to get the results you’re looking for.

1. WHO is being photographed?

Every business has at least one face behind it — and this face, or the multiple faces that make up your team, are worth showing. Research shows that images of human faces increase trust and boost website conversions, leading to improved sales and long-term brand loyalty for your business.

So, whose face (or faces) do you want to feature in your commercial photography? Perhaps it’s your own. You might be a solopreneur who has built a successful enterprise from your kitchen table or a CEO with a fascinating journey to share. Showing your face makes your business seem more human and relatable.

Maybe you want to photograph your team on the worksite or in the office — after all, they are an important part of your story. Staff photographs help to connect people with your brand, as it shows you value your workforce. This has other commercial benefits as well, as professional team photos can also help you recruit better talent.

Or it could be that your clients are the real heroes of your story, and it is their images that reflect your brand ethos best. This was certainly the case for beauty brand Dove, which used photographs of their customers for their famous Real Beauty campaign.

Whoever you choose to feature in your corporate photography will depend on who you feel conveys your story most effectively.

2. WHAT is the reason we are photographing today?

There are many different reasons to use professional commercial photography in your marketing — and you need to determine what your particular reason is.

It could be that you simply want an effective way of telling your brand’s story. However, it’s worth remembering that most people only read about 49 per cent of the available text on a website, so you absolutely need to use visual means to create a more engaging narrative.

Perhaps you’re launching a new business, rebranding, or updating your website. Maybe you have had an exciting new development in your company or career that you want to share with the world. Or you could be using professional corporate photography in Sydney for marketing purposes. Good photography is particularly important for social media, as posts featuring images get a whopping  2.3 times more engagement on Facebook than those without. Platforms such as Instagram rely entirely on visual imagery, so good photographs are essential here if you want to show your brand in its best light.

3. WHY is this the story you want to tell?

Your “why” is what keeps clients coming back. You need to look behind the immediate to see the depth of a story and decide why a particular photograph or subject sums up your brand ethos.

Perhaps your brand is particularly proud of its environmental credentials, only using sustainable materials. Maybe you want to demonstrate your commitment to equality or talk about your corporate social responsibility. Alternatively, it could be as simple as wanting to build trust in your brand, create a sense of luxury and exclusivity around your products, or establish a stronger presence in your local area. Whatever matters most to you, it can often best be said through striking imagery rather than words. And the best striking images come from hiring a professional commercial photographer. A picture is worth a thousand words, so what are a thousand great pictures worth?

Why hire a professional commercial photographer in Sydney?

The Who-What-Why of your commercial photography are essential questions to answer if you want to successfully tell your brand’s story. If you want the best results, it’s advisable to work with someone who has experience telling stories through photography. I am Matt Vas, a highly experienced corporate photographer who began my career as a photojournalist back in 1991. Since then, I have told numerous stories for a hugely diverse range of clients. I have the skills and experience to capture the essence of your story in pictures that can be used on multiple platforms to deliver you great value.

Please contact me if you’re looking for professional corporate photography in Sydney – NSW or beyond— I am always happy to discuss your requirements.