Trust me, I get it. As a branding photographer, I know how much time and effort (and tossing and turning) go into building a brand. I also know that brands, like people, continue to grow, change, and evolve as time goes on. When that happens, I find it helpful to take a step back and reevaluate the brand you have now versus the one you started with. Does your brand imagery still live up to your professional standards? Or is it a little less relevant? If you’re not exactly sure how to tell if your brand needs a refresh, start by asking yourself these 5 tough questions and see where the answers lead you.

1. IS YOUR ONLINE CONTENT CUSTOM-MADE (OR ARE YOU USING STOCK IMAGERY?)

When it comes to selling a service or product, you want those potential clients to connect with you, not some random stock shot of a blurry stranger serving drinks. As a branding photographer, I know the value of showcasing custom-made photos of your services, staff, and products on your website. It’s simply the easiest way to illustrate the ambiance of your location or highlight the quality of your work. Plus it’s great for your social media content. Running a post here and there with a funny meme is OK once and a while, but ideally, you’ll want to include those custom branding photographs on your Instagram page too in order to organically promote your business and draw people in.

 

2. ARE YOUR HEADSHOTS AND TEAM PHOTOS UP TO DATE?

Let’s face it, headshots aren’t just for casting calls anymore. They’re actually a really great way to make yourself seem relatable while offering a personal touch to your brand’s online presence. More often than not, people want to work with someone they feel like they know. By including a headshot on your webpage, you’re giving potential clients the chance to get to know you a little bit, not just the service you’re selling. As a headshot photographer, I prefer to capture my clients in a variety of angles, distances, and poses (including a few fun and flirty ones) so they’re working with a versatile gallery for their social media accounts as well as those “About Us” web pages.

3. ARE YOUR PRODUCTS AND SERVICES CLEARLY DEPICTED ON YOUR WEBSITE?

Remember, when you’re able to sell the lifestyle your clients want, the products sell themselves. As part of a visual society, people want to know ahead of time what kind of experience they’ll have when they work with you. That’s why, in addition to capturing traditional product photography images, I encourage my clients to work WITH their products throughout our shoot. Not only is it a great way to engage your client base but it also comes in handy when offering holiday promotions or sales via social media.

 

4. HAS YOUR BRANDING CHANGED SINCE YOUR LAST PHOTOSHOOT?

Having worked with many Dallas businesses over the years I’ve learned time and time again that businesses change and grow — and that’s great! What’s not great, however, is neglecting your online presence during your transformation and, essentially, leaving your public in the dark. If your brand has pivoted since initial conception, then a branding photography refresh should be at the top of your to-do list. When consulting with your brand photographer, they’ll help you focus on highlighting your new brand identity throughout the shoot. You’ll want to incorporate any new color palette, logo, location, products, and services to give your clients — old and new — the whole picture of what your brand has become and where it’s going.

 

5. DOES YOUR CONTENT LOOK CONSISTENT AND COHESIVE?

A successful brand isn’t just about the product or services it’s selling, but rather the whole experience of what it represents. And if that experience is confusing or inconsistent, then chances are your clients won’t know what to make of you. As a brand photographer, I encourage my clients to wear clothing that incorporates or compliments their brand color palette and to dress true to their message. For example, if their brand centers around being approachable and casual, then dressing in fancy, elegant clothing for our branding session probably won’t send the consistent message they’re looking for. As a brand photographer, I make sure to understand my client’s brand identity, their message, and their goals before our branding session so I know how best to incorporate all of their elements throughout the shoot.

I hope these tough questions offered some easy perspective! Need help tackling a branding refresh? Let’s chat about booking a branding session soon to get you back on track!