A few weeks ago I posted about how not to enquire about brand photography, so you know how to make a proposal that will make your chosen photographer swoon like it’s a scene from Ouran High School Host Club (iykyk).
So this week I’m talking about what to look for in the photographer you want to reach out to.
Their style matches your brand
There are plenty of talented photographers out there, and not everyone is someone’s cup of tea. I learnt from the likes of Joel Grimes, Steve Brazill, Sue Pryce, and KT Merry, but would only really hire the last two to shoot me. And only partly because Steve is a concert photographer and, to date, my one attempt at being in a band is relegated to when I was 15. I have a style that is bold, edgy, raw, and immediate, but also with a softness to it. Joel’s style comes on too strong, even if he is a master at lighting and it’s been an honour to learn from him. I doubt he’d hire me for his personal branding too, for the same reasons. We’re spoiled for choice, and it’s not a reflection on your talent and ability as a photographer that someone prefers a different style for the goal they want to achieve.
There is a reason we develop a signature style and work on aligning our portfolios to the kind of projects we want to do more of. The whole point is to offer something for everyone, and especially with brand photography when it’s such a key part of telling your brand story and aligning with all the other elements (branding, brand voice, the overall vibe of your other visuals outside the photoshoot).
They understand your vision
Once you’ve found a photographer whose style resonates with your brand, it’s essential to communicate your vision clearly. Share your brand guidelines, branding mood boards, and any specific ideas you have for the photoshoot. A skilled photographer will be able to build on that to give you images that fit the brief even if they aren’t specialist brand photographers (although having the kind of background I have helps a lot).
The best collaborations happen when both parties are on the same page and working towards a common goal, so it pays to spend a bit of time focusing on laying the foundation of your brand strategy even if it’s tempting to fill your shiny TONIC template with gorgeous photos (affiliate link).
Studio vs Location vs Rented Location
Different photographers have different ways they work, and they suit different purposes. I have a documentary background and prefer to shoot on location, and create situations as close as possible to the reality of your work if shooting in your workplace is not feasible for a good reason. I’m not a fan of brand photography created in studio because I feel that it misses the opportunity to tell more stories about you and create the know like trust with your soulmate clients, and also it can lead to a disconnect with your social media if it’s too polished and proper and you just have real life reels.
It’s good to be aspirational, but stay authentic
I love to create photoshoots that speak of where the client is going rather than where they are from, because I am a manifestation girlie at heart and believe in embodying the frequency of what we want to attract. So I’d never advocate for the strict level of realism of a Russian film from 1917. But it’s a careful balance, because you don’t want to project an image that tells the wrong story to the people you want to attract.
Take for example my client Jenni, who is a generous life coach working with clients navigating transitions. When we had our branding intensive, she was stuck under the pressure to produce aesthetic reels when speaking face to camera, even though I pointed out to her that it would signal to the kind of clients her heart desires to serve that she is a high level and probably expensive coach, and they may not even reach out to find out how to work with her.
Our brains are primed to make specific value judgements
We judge things in 50 milliseconds. There’s a well known trick in car sales about not targeting the kind of clients who come in with flashy clothes, because the real money is with those who wear quality but understated. It may not be fully true, as many people choose to wear recognisable status symbols even as part of a more balanced style, but it’s largely a good principle of branding.
We judge if someone is professional and successful if they have the kind of aesthetic that looks like it takes money to achieve. Conversely, a more casual look can make it feel less daunting to approach your brand. This matters depending on who you are speaking to, not just what things you like for yourself.
Ultimately, choosing a photographer whose style matches your brand comes down to trusting your instincts. If you find yourself consistently drawn to a particular photographer’s work, and their images make you feel excited and inspired, and you can see yourself hanging out with their existing clients, chances are they’re a good fit for your brand.
You like them as a person
When hiring a photographer, it’s not just about their technical skills and portfolio. Equally important is finding someone whose personality meshes well with yours. After all, you’ll be spending a significant amount of time with this person, and their ability to make you feel comfortable and at ease can greatly impact the final results.
Photoshoots are stressful for everyone involved, even when the photographer is a type A that prepares ahead of time to the highest standards and gets the details that don’t need you present out of the way before the big day.
I prefer to make them feel like you are hanging out with a friend so you can relax and forget that there is a camera there as much as possible, because I know how easy it is to feel self-conscious about how you look and if you’re doing things right when a lot is on the line and you’re already out of your comfort zone having your photos taken without the luxury price tag and business investment pressure.
That may not be the vibe that works for you, but it’s important that you know what makes you feel safe and comfortable so you don’t get photos looking tense.
They have contracts
One of the primary reasons why contracts are so important in photography is that they offer protection for both the photographer and the client. For photographers, a well-crafted contract can help to ensure that they are fairly compensated for their work and that their intellectual property rights are respected.
This is particularly important in an age where images can be easily shared and reproduced online without permission. For clients, contracts provide a clear understanding of what they can expect from the photographer in terms of deliverables, timelines, and quality of work.
This helps to avoid any misunderstandings or disappointments down the line, as both parties have agreed upon the terms of the arrangement in writing. And it will hold in court if things went down a path nobody hopes to walk when they start a work partnership.
