Of course I’m going to tell you that photography is an important often overlooked part of the branding process – we’re not called Photo Heads for nuttin – but I’ll get to that.
So when it comes branding a lot of people make the mistake of thinking that branding is all about a killer logo and an incredible website. Yes, they’re definitely part of it but there’s work to be done before you get to that stage and you need to work out what your brand actually is before you can decide what it looks like. And don’t stop there, what does your brand look like, sound like act like… and the rest.
Define your brand, its personality, values and characteristics. Definite your products or services, recognise who your consumers are and what they want. Understand your competitors and both their similarities and differences to you. Then you can start creating taglines, logos picking colours and choosing web designers, creating your social media presence and all that sort of stuff.
Once you have an understanding of your brand it’s easier to instruct graphic designers, web designers, copywriters and photographers who need to help you represent it to your potential clients and customers. But here’s the thing I’ve noticed, a lot of businesses skip the first steps and jump straight in to the cool website stage. They haven’t started the process properly, all they care about is a hipster logo or some other such superficial bullshit.
And guess what it gets worse too. They don’t properly finish their shiny new websites either. The times I’ve visited websites with crappy photography that was probably taken with an iPhone or Samsung Galaxy and some sort of off the shelf filter is unreal. So if you’re one of those people with poorly lit, ill considered, wonky pictures on your site you should be ashamed of yourself because you’re not just letting yourself down, you’re letting down your brand.