More and more we are hearing clients say, “we need to have our own image bank” and “we don’t want to see images we use for our campaigns on the side of trucks or cereal boxes.” And how right they are. Images that have been shot specifically for a brand are in high demand.
Pictures express emotion; capture a moment in time; record history and convey important messages. And they have another important role: they can define a brand and make an audience sit up and take notice.
Sometimes audiences reach image fatigue. If you’ve seen one dancing, smiling, scooter riding dog, you’ve seen them all.
Another important point to consider is a single photoshoot can produce a plethora of assets that can be used across many mediums and platforms. The long wide angle shot, perfect for web banners and the tall portrait shot with plenty of sky and foreground for that full-page print ad – the list of applications goes on and on.
If the brief is detailed and well thought out, the images you get back can serve you campaign after campaign.
And while we’re on the subject of brand, make sure there is a spot in your brand guidelines specifically dedicated to photography. List out the image dimensions needed for collateral, include the style of shots that work for your brand. These could be formal, relaxed, fun or in the moment.
There are so many opportunities to get great images and if you have the best of the best described within your company brand guidelines you can never go wrong (well, not too often, anyway).
So, for my last tip remember that diversity is king. Get shots of men, women, machines, plants, kids (everyone loves a silly kid shot).