5 Pointers How to Hire a Branding Photographer


As the New Year begins, it is the perfect time to evaluate, renew and refresh you branding and marketing materials. This should include your written content as well as your visuals such as video and photographs.  Both should clearly reflect your branding image.  
Last year, I decided to add videos into my Branding mix.  I had planned to use them for several scheduled promotional opportunities.  The videographer and I had a prior general discussion, but in retrospect, not thorough enough. I didn’t have experience with this medium and process and frankly, didn’t know what to ask. The results were misaligned with the outcome I envisioned and they didn’t meet my quality expectations.  It was an expensive lesson.
The purpose of this article is to provide you with guidance and preparation when photography is involved in your branding and marketing plan.  Here are 5 important steps that will result in a successful photography branding session.
  1. Be Clear WHY you have scheduled a photoshoot and how you will use the images. Will you use branding photos for social media, print or both? Will you want several versions of each photo?  How much editing do you expect? The range of editing is extensive and can include simple face and hair photo shopping, background changes, dramatic mood enhancements, burned out backgrounds and much more.  There are so many options that is important to very clear about your desires and discuss these with your photographer.  The professional will have suggestions and understand your needs.  Be sure that your photographer knows how to achieve the special concepts and feelings you would like associated with your project.  
  2. Determine who will be in the photos, what type of interaction you want and if there will be props that are important for the purpose. Do you want light and fun or serious and boardroom? Should everyone be wearing a uniform (logo t-shirts, jumpsuits) or wearing brightly colored casual wardrobes? Will your products be an important visual to add to the photoshoot?
  3. Discuss a particular location. Indoors, outdoors, studio?                                                  -If the shoot will be outdoors ask about the photographers experience working in various conditions - wind, sunlight, rain. Are there contingencies? Does the photographer offer alternatives if they think a particular location isn't optimal for your objectives? Is the photographer skilled at high-noon lighting options?                                                                                       - If the shoot will occur indoors ask about the photographers experience with studio style lighting and look for examples of that work. Look for a particular “mood” you would like to generate.
  4. Discuss wardrobe and enhancement details. Will it be formal, informal? Ladies - should you have your makeup and hair done? Gentlemen - when should you have your haircut and is shaving the morning of the shoot the right thing to do? Will there be wardrobe changes?
  5. Look at the photographer’s portfolio and personality to evaluate if that person's style will work for you. For instance, if you want light and airy and a particular photographer does Goth it may not be a good pairing. That's not to say you or the photographer can't adjust styles however, it could take longer in the planning stage to get on the same wave length.

Price is always a factor but is the cheapest offer the best? If you're looking for something quick or the photographer is inexperienced and building their portfolio then be sure that you are aware of these limitations going in and talk about how to modify the results if necessary. If you're interested in a more upscale approach, balance price with what the professional photographer can offer you. There's a saying - buy cheap buy twice!
These tips are a good start for you to begin your search for the right photographer.  If you have questions or would like to share your story and/or advice then by all means, reply or sent them to me. Enjoy the process!

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