Do you ever land on a business’ website only to see the same old stock photos you’ve seen on so many other sites already? Google encourages you to use images that authentically represent who you are. Using stock photos, while appropriate in some circumstances, can make your business seem stale and out of touch.
Who actually has the time to spend hours online hunting for just the perfect image to represent your brand and bring your marketing message to the right audience? These scenarios can be frustrating and in the end cost you and your business money.
The right imagery, whether it is on a business website, your Facebook or Instagram page, should pull the viewer in, and make them want to stop and learn more. We want strangers to become raving fans and most of all repeat customers.
These FIVE types of images add the professional, yet personal marketing touch your business needs.
1. The Headshot aka Profile Pic
Your headshot is your calling card. You want a headshot that speaks to your brand message and lets your personality shine. This can be a clean studio shot or include the environment you love. Since you use these photos for your social profile, website, and business cards, you need to be recognizable. The image should be free of distractions so that prospective clients are drawn to you and pick up the phone or click that “book me” button to connect.
Lighting, backdrop choices and clothing all help to draw your eyes to the face. That is a headshot that gets noticed.
2. The Invitation aka Work With Me photo
This second must-have image is especially important for solopreneurs, influencers, creatives and small business owners. You want to invite your audience to do business with you. An image that radiates your true essence and captures YOU, the heart and soul of your business opens doors and builds the trust and like factor. Many of our clients meet us online for the first time, and they want to know that the person they will be doing business with is approachable, trustworthy, warm, and friendly.
3. The Branded Details
There is magic in the details, especially if you can add in elements that make these images on-brand WITHOUT showing your face or adding your logo. Say goodbye to generic stock photography and hello to intentional photos that depict the tools of your trade, your hands in action or theme specific flatlays that convey a brand-specific message. These images add great value to your social media pages as well as your landing pages and website banners. Use them wisely, and they will round out your brand story.
4. A Peek into your Lifestyle Image
It’s time to get a little more personal. Nobody wants to know all your family secrets, however, connecting on a more personal level shows your humanity. How many times has your cat or dog made an appearance during your Zoom calls? Pets are amazing at helping us connect. Do you love to travel or try out new dishes? Share your travel stories or newest recipe favorite. You’ll be surprised by the connections you’ll make when you share similar interests.
5. Your Signature Shot
This is your signature or “money shot.” You want to have at least ONE image that stands out from the rest in a way that people will not only STOP to look at, but will encourage them to TALK about your brand. Capturing this image requires vulnerability and an openness to bare your soul to your photographer.
Are you ready to kick your marketing into gear? There is no better time than now to create an image bank filled with personalized images that speak your brand language. Let me help you magnetize your brand with intentional, eye-catching images.
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Heike Martin is a commercial and personal branding photographer based in Manheim, Pennsylvania. She specializes in helping you magnetize your brand with intentional, eye-catching images. Fun, relaxed and professional.
I can’t wait to capture your essence.
This blog post was first published on Susquehanna Style magazine