MARKETING WITH IMAGES

Picture This: Can Branded Photography Boost Business?

By Shawna Ohm

Branding is one of the more commonly misunderstood concepts in marketing; many business owners boil branding down to a logo and tagline. In reality, branding is much more significant. Your brand is the overall impression you project to the world, including your prospective and existing clients.

You want your brand to reflect your business’s mission, value proposition (or what differentiates you), and personality or culture. Your firm’s logo, colors, fonts, wording, presentation, and yes—photos—all come together to create your brand.

Photography in particular creates a unique opportunity since it does more than encapsulate your brand; it’s also a chance to start building or deepening a connection with your potential and existing clients.

What is a Branding Photoshoot?

With brand photography, you’re moving away from stock images and basic headshots and leaning into unique photos designed to reflect what makes you special. Viewers don’t just see your face; they start to see what makes you tick, and what kind of experience they might have working with you.

Done well, brand photography conveys a strategic message that can ultimately boost business.

“A good branding shoot is about more than just aesthetics; it’s about strategy, authenticity, and resonance,” explains commercial and brand photographer Mariya Leona. “The point is to align your business goals, brand message, and target audience.”

Yes, You Should Do One

Most advisors look shocked, if not mildly horrified, when I tell them a branding photoshoot will improve their overall business as well as their marketing. Perhaps it’s because the phrase “photoshoot” evokes thoughts of supermodels and frivolity. But that definition is about as dated as 35mm film.

And yet, financial advisors are fantastic candidates for branding photoshoots. There are three main ways I see these shoots help advisors:

They’re an effective way to market your business and connect you to the right people.
They help you define your brand and your niche.
They help you better identify with the brand and your business—you literally start to see yourself the way you want clients to see you.

These benefits hold true whether you’re starting out on your own or looking to scale your business. Let’s dig into each benefit.

Branded Photos are Effective

People want to work with knowledgeable advisors they trust, and images may be the most efficient way to convey your expertise. Our brains process images some 60,000 times faster than words. For instance, a photo of you working from home with your family nearby can tell prospects you’re different from those big wirehouse advisors without you having to say a word.

Ideally, your marketing makes people envision working with you. Showing yourself in relatable situations jumpstarts that connection.

It’s important to note that headshots, which are generic by design, don’t have the same impact. Photos create an unconscious first impression of people—and a smiling face on a white background limits what you can infer.

Now, consider the first impression you take away from this photo of NAPFA member Courtney Ranstrom on the couch with her family. Every detail—yes to books, no to shoes—conveys warmth and relatability. She comes across as easy to talk to. Imagine conveying all that to a prospective client before they even read your bio.

Branded Photos Require a Brand

Most of the advisors I talk to have a general sense of their brand—they can tell you who their ideal client is, they like their logo, and they have a general sense of what makes their business different. But not everyone has taken the formal steps of putting these thoughts on paper.

This informal approach to building a brand (and a business) can work early on but for any firm hoping to grow, these intangibles must be formalized and put in writing. A branded photoshoot requires you to move down that road if you haven’t already.

Leona asks her brand photography clients to complete a questionnaire before kicking off work. “It delves into the essence of your brand—goals, values, vibes, key messages, and target audience personas,” she explains. Those answers help inform the strategy call she has to discuss their business goals, how the photos will be used, and creative approach.

Photographer Erin Fortin used a similar approach when planning the photo shoot that resulted in the photo above. “She sent me a prep guide,” explained Ranstrom, asking about her aesthetic, goals and ideas. “It helped a lot. She sent me a draft, I added a bunch of stuff, and then she sent me a final version.”

The Power of Visualization

I hope I’ve convinced you by now that images can be a powerful way to market yourself. But they’re also a powerful tool for growing your confidence as an advisor and/or business owner.

For anyone who’s struggled with imposter syndrome, seeing yourself embodying the brand you’re building can act as a real-life visualization exercise. As Ranstrom put it: “I've always struggled with self-confidence and seeing myself in the photos really helped.”

Additionally, once you literally see your brand in the form of photos, you may spot things you want to change. You might notice your current colors and message appeal to an older audience when you’re actually targeting a younger niche.

For Ranstrom, “I feel more confident marketing myself [after the branded photoshoot] but I think I’m still exploring my brand.” The photos may help her with that process, as she decides where and how to use the various images. (She also plans to continue doing branding shoots every 12–18 months because of how much she enjoyed the process.)

For Leona, her clients “often express surprise and delight … at seeing themselves and their brand represented in a genuine and compelling way.”

How to Get Started

Not all branding photoshoots are created equal. Here are Leona’s tips for how to find the right photographer:

Review their previous work. Many photographers have a specific aesthetic, so look for a photographer whose portfolio reflects what you want.
Make sure they have experience with branded photos. Like advisors, many photographers work in a specific niche. If a photographer’s niche is weddings or nature, they may not be the right choice.
Beware portrait photography. Some branded photography can be considered portrait photography but a significant amount of portrait photography isn’t branded—think headshots or poses in front of a generic studio background.

You don’t have to know exactly what you want prior to meeting with a photographer, though gathering a selection of websites and/or photos you like can be helpful. A good photographer should guide you through the process; they won’t put the burden of preparation on you.

If you aren’t sure how to find a photographer who does this kind of work, ask! The next time you see advisor photos you love, ask about their photographer. Most of the marketing firms that serve advisors can offer recommendations, as well.

Shawna Ohm is the founder of Content 151, a content-focused marketing agency serving financial advisors. She started her career as a financial journalist and television producer, learning the power of visual storytelling. A branded photoshoot helped her step into the role of business owner.

image credit: istock.com/GOCMEN