The Age of Branding / by Renee Farias

Building your brand... The importance of branding…. Brand awareness. These are all common phrases that new companies often encounter when looking into expanding their business. Branding is such a key concept nowadays, but why? Every company needs to be familiar and trustworthy to its customers. Branding not only helps with that, but it also brings personality to a company. Personality will attract more consumers, and thus add more financial value to the business.  

Society becomes so attached to certain brands. Just look at powerhouses such as Coca-Cola, Apple, and Nike.  They have 3 things in common:

1.      Consistency: These companies have a clear product. Coca-Cola produces soda. Apple produces phones and computers. This makes it easier for someone to associate the company’s name with what they do. There is no confusion. It is very straightforward!

2.      Memorable: These companies have very memorable logos, taglines, and personality. “Taste the feeling.” “Just do it.” I don’t even need to attach the company name to the slogan for you to know what it is!

3.      Uniqueness: Establishing a brand identity requires something different. For example, Apple is known worldwide for their innovative products and minimalistic, futuristic appeal.

So how does photography tie into all of this? Well, it is important that the photo embodies all of these branding necessities. Photography plays a crucial role in the storytelling of the brand and should embody the energy and persona of the company. For example, the photos in this blog depict a very distinct essence that relates to the brand. Whether the vibe of the company is minimalistic and sophisticated or more youthful and colorful, it should be apparent in the photograph. It should also make someone want to achieve the sensation conveyed in the photo.  

“A great photograph is one that fully expresses what one feels, in the deepest sense, about what is being photographed.” ― Ansel Adams

Branding is essential and photography is such a key component to its success. While figuring out where to start can be a daunting task, doing your research and turning to the right people can make a big difference.  If you are in need of some guidance, feel free to contact me to schedule a consultation.  By taking your time and getting the right people on your team, you will be on your way to creating a more recognizable and distinguished company!