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dotBiz

From Bland To Brand - Part III

dotBiz logo Over the last couple of months we've looked at building and maintaining your company's branding. To round off this "From Bland To Brand" series, I've been chatting with Borders-based photographer Adrian Gould, who specialises in product, commercial and event photography, about the role of images in your brand.

A popular way of acquiring quality images is using stock photography that can be downloaded from a variety of agencies. I asked Adrian for his thoughts on their use. "Yes, there is a place for stock photography," he agreed. "There's been an explosion in the range and quality of available stock images, and if you're willing to put in the time and effort doing a thorough search, you can find very affordable, good quality shots. However, the down side is that everyone else has found these, too, and if you're trying to differentiate yourself, this can go against you. Also, if you deviate from generic common themes and objects, finding what you're after can be difficult and expensive."

I asked Adrian why anyone should make use of a professional photographer when so many of us have digital cameras stuffed in our coat pockets or even on our mobile phone? Giving a wry grin, he says, "The difference between the amateur and professional is that the amateur tends to see a scene and think that would make a nice picture without necessarily thinking about how to achieve the best effect. As with any form of advertising or branding, the main objective is to simplify, and put across one clear idea or message. The professional photographer will be able to eliminate any 'background noise', focusing attention on what you want to convey."

"Photography should reflect the values of your brand. For example, if your product is big and bold, the style of photography should reflect that. Also, remember that there is a difference between straight product shots and branding photography," Adrian went on. "Say you're selling spanners. If you just want to show your latest range, a pin sharp shot against a clean background would suffice. However, if conveying their reliability and why they are the best is your aim, showing F1 pit stop crews using them during a Grand Prix makes a more compelling sales pitch."

Finally, I asked Adrian what, in his opinion, is the most important thing to get right. "Everything!" he laughs, "but you really have to get things planned properly. Much of the work that a pro does is actually done long the shutter button is pressed. Organising people, props, locations, etc makes all the difference between getting the shot that works or not. Allow enough time to get it right. This is your business and your livelihood, so it makes sense to invest the time to portray your business and brand in the best way possible."