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Branding Photographer Branding Photoshoot Tips

What Is The Difference Between A Commercial Photographer And A Branding Photographer?

One of the best things about my journey as a photographer has been the opportunity to work in that sweet spot where branding and commercial photography intersect.

It’s allowed me to work with a diverse range of clients—from local businesses to big-name national brands. Working with such a wide variety of clients has been a great experience, and I’ve learned so much along the way that has been incredibly beneficial for my own business. Sharing that knowledge with my clients has also been rewarding, and I’m here to share some of that knowledge with you.

In the world of commercial photography, the focus is usually on promoting specific products or services for larger, well-established brands. On the other hand, branding photography is all about capturing the essence of a more localized or personal brand with the goal of creating a connection with its audience. Even though these two types of photography have their own unique goals/scope, they are both driven by storytelling. 

COMMERCIAL PHOTOGRAPHY

Commercial photography is all about capturing images that promote and sell products or services on a bigger scale with a larger reach. This type of photography is usually commissioned by businesses, advertising agencies, or media companies to create  visuals for marketing campaigns, product catalogs, or promotional materials. I’ve had the opportunity to create imagery for commercial brands such as Rolex, Live Nation, Maggiano’s,  EVO Entertainment and more. When you’re capturing photos for commercial client’s, it’s important to understand the client’s target audience and tailor the imagery to speak and sell directly to that audience. 

For example, when I was working with EVO Entertainment, we knew that we needed to capture imagery that showcased the unique experiences and state-of-the-art facilities they offer to their customers. EVO isn’t just any entertainment venue; it’s a place where people can come together to enjoy bowling, movies, arcade games, and great food in a fun and inviting atmosphere. So, during the shoot, we made sure to highlight these aspects by capturing shots of people enjoying themselves while engaging in various activities at EVO.

Commercial photography mainly differentiates itself from other types of photography by operating on a grander scale, which often means to bigger budgets, larger and more complex projects, and larger teams (think art directors, creative directors, models, stylists, and makeup artists) working together to bring the client’s vision to life. One of the key components that classify commercial photography is that the images are designed to reach a broad audience and are typically featured on high-visibility platforms, such as billboards, magazines, and social media ads with substantial advertising budgets.

BRANDING PHOTOGRAPHY

When it comes to branding photography, we’re talking about creating images that capture the heart and soul of a brand – very bespoke/unique, intimate, and personality-driven. In my experience, this type of photography is particularly well-suited for smaller, bespoke businesses, solopreneurs, and personalities or personal brands – basically, anyone looking to make a real connection with their audience through personality-centered content (aka how people know they want to buy from you). Some local businesses I’ve worked with, like Beverley’s, Boxwood Hospitality, and Savanna Boda Aesthetics, all benefited from this approach.
Unlike commercial photography, branding photography isn’t always focused on selling a specific product or service. Instead, it aims to build an emotional bond between the brand and its audience by telling a story that resonates with them.
When I’m working with Savanna Boda Aesthetics (photo below), for example, our main focus is on building on the connection that Savanna already has with her audience. I always do my best to make sure her personality and brand message shine through in her photos. To achieve this, I spend time getting to know Savanna, understand her brand and audience, and learning from her the best ways to reach and resonate with her clientele. This enables me to capture images that genuinely reflect her passion for aesthetics and her commitment to making her clients feel their best. By including personal touches in the her imagery, we were able to create a visual narrative that truly resonated with her audience and strengthened their emotional connection to her brand.

BRAND PHOTOGRAPHER VS COMMERCIAL PHOTOGRAPHER

While commercial and branding photography might have their own unique distinctions, there’s definitely a good amount of overlap between the two. It’s in this sweet spot where the magic really happens, and as a photographer who works in both worlds, I can tell you it’s an awesome place to be.

One way these two types of photography intersect is in their focus on creating compelling visuals that showcase a brand’s identity. Whether you’re photographing a product for an ad campaign or capturing intimate moments at a local business, the goal is to create images that resonate with the target audience and communicate the essence of the brand.

Another area where commercial and branding photography overlap is in their shared emphasis on storytelling. Whether you’re using a large production crew to create content for an ad or capturing candid shots of a business owner at work, both approaches rely on creating a narrative that draws viewers in and gets them invested in the brand.

At the end of the day, the line between commercial and branding photography can be pretty fuzzy, and that’s part of what makes it so exciting. By combining the more personality-driven elements of branding and the big scale production value of commercial, photographers can create truly unique and impactful images that leave a lasting impression on viewers and help brands of any scale make a real connection with their audience. If you’d like to learn more about branding photography or commercial photography (maybe both), feel free to send me an email at info@monikanormandphoto.com!

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I typically reply to all inquiries within a few hours, but please allow 24 to 48 hours for a response. If you’d like to follow up, feel free to email me directly at info@monikanormandphoto.com. Thank you!