Unique Visuals have value
Here’s the deal, having license to use unique visual assets to market and advertise your brand has a lot of value! Yes, it’s true that hiring a commercial photographer to produce unique imagery will have a higher cost than simply licensing a stock image. But consider this, why would you spend thousands of dollars on ad placement without having unique brand visuals and messaging in the first place? What kind of message are you sending to potential customers?
Advertising for the sake of advertising is not necessarily good advertising. No matter what city you live in, I’m sure you’ve seen that terrible local car dealership commercial on tv….do you find yourself racing out to their lot to buy a new car. Probably not. In fact, you may even have a negative connotation associated with that brand due to the terrible jingle and lack of visual aesthetic. Maybe if they had put their dollars into creating better content, they’d have a better more impactful advertisement?
It’s about Getting The Imagery You Need
In a previous article “Stop Using Stock Photography To Market Your Brand. Here’s Why…” I listed 3 major reasons to stop using stock photography to advertise your brand. In addition to the concepts that I outlined in that article, think about the countless amount of hours you’ve probably spent online trying to find the perfect stock image, only to find out that it doesn’t exist. So your next inclination might be to settle on something that’s “good enough.” When you hire a commercial photographer, you don’t have to settle, because you have the freedom to create the images that you really need.
In today’s world, “first impressions” are often digital. Think about how many people visit your website before they make a purchase. Most people who look at your website will immediately start making assumption about the quality of your products and services based on your visuals alone. If your visuals are subpar or generic, there’s a good chance that potential customer will make a purchase elsewhere.
Establishing Trust & Brand Credibility
Unique commercial imagery aids in establishing trust and brand credibility in the marketplace. It helps set your brand apart and allows you to visually differentiate from other brands in your industry. Consider this, there are a lot of shoes out there, but there’s a reason Nike might be top of mind. There are a lot of energy and performance enhancing drinks on the market, but there’s a reason you’d think of Red Bull first. These types of companies are leaders in their industry. Alongside strategic messaging and bold risks, the visual assets created by commercial photographers play a large role in creating a memorable brand.
Where Do You See Your Brand In 5 Years?
Look, I get it. Everyone likes a good deal, right? But using stock imagery is not doing your brand any favors. Your leadership & marketing teams should be asking these questions: Where do you see your brand in the next year…2 years...5 years? How do you want to be perceived by your customers? How do you want to be perceived by your industry? Or are you ok with being perceived as being like everyone else? Or do you want the perception of being a fearless leader and innovator in your industry?
GET THE GUIDE: COMMERCIAL PHOTOGRAPHY 101
Maybe you’ve never worked with a commercial photographer before. Or maybe you have. In either case, I’ve put together a guide to help you understand the process of hiring a commercial photographer for your next project. Fill out the form below to get access to: Commercial Photography 101: A Digital Art That Rocks™ Guide to Commissioning Commercial Photography.