Your customers are buying ‘you’ – using lifestyle photography to build your brand

 

I’ve recently had the pleasure of working with a number of local small business entrepreneurs and I’ve come to realise just how much this new breed of business owners, can benefit from sharing their lives as well as their products online.  The rise of social media marketing as an accessible, free way for new businesses to reach their customers is well documented, as are the many an various reasons why some businesses are more successful than others.  Jasmine Star has a lot of great content on this over on her blog, so I won’t repeat it here, except to say that using social media successfully to build a brand and attract loyal customers takes a lot of work!

One the key things I noticed about those I’ve recently worked with, is that they share a lot online and it’s not always directly related to their products.  They do share products, great pictures showing the lovely things they offer, but they also share their lifestyle – and that’s where great photography comes in.  I think this comes down to a couple of things.  Firstly – we are more likely to buy something we need from someone we identify with, someone who we feel ‘gets us’ and who we trust to provide the product we need.  If there’s a choice between a faceless organisation with whom we feel no connection, and someone we know and trust – all other things being equal we’ll go with the person we know.

This slideshow requires JavaScript.

Secondly, for many people, the desire to support and help local businesses, especially smaller, newer ones is strong.  Certainly here in Surrey there’s a big movement against big chain stores and in favour of supporting more niche, local businesses who provide different products, better quality or simply a better customer experience.  So telling people about who you are, what you do and what you offer that’s special can tap into this instinct to support and help.  Sharing how your customers’ support makes a difference to you, helps you grow, helps you improve or simply helps you put food on the table – can be a powerful motivator.

The kinds of imagery you need to achieve good results in this area is a little different to the standard corporate headshot. I’ve blogged before about how great imagery makes a massive difference to your business website (see here) and in many ways this is similar.  The images should reflect your brand, be excellent quality of course and communicate about who you are.  However, with these kinds of images we are looking for something else as well – we are looking for ‘soul’.  It’s a tricky thing to put your finger on, but essentially it’s honest, fun, sometimes quirky images that capture both the person and the business and draw people in by engaging with them on a human level – it’s about selling you and your story, much more than selling your product or service.

 

Many thanks to Juliette Phipps of Flowers By Juliette and Sally Hurman of Getting Stuff Done in Heels for allowing me to share some of the images from their recent shoots!

Check out my website at www.siantphoto.com and follow me on Facebook, Instagram and Twitter @siantphoto

 

A photo of you – a key part of valuing yourself

Why is it not ok to want a great photo of yourself?

A few months ago a friend asked me if I’d take some photographs of her husband and son with the family dog.  The dog was elderly and she wanted some great photographs to remember him when he was gone.  Naturally I asked if she wanted to be in the photos as well, “oh no” she said “no-one wants a picture of me”.  She was slightly joking, but the underlying sentiment here has been one I’ve heard several times since from both men and women and it’s starting to worry me.

The implication is one that touches on a lack of valuing yourself, and in more ways than simply thinking you’re not attractive enough to warrant photographing.  Looks is part of it, but it’s not the whole story in my view.  This sense of “I’m not worth it” rolls up a whole bunch of negative emotions.  From feeling that no-one wants a photo of us, through feeling no -one cares for or values us, right the way to no-one wants to remember us.  Why are we so keen to want a photograph to remember the family pet, yet we don’t want to remember ourselves as we are now, when we look back in years to come?

E38B1595
I had this image of myself done by Hannah Couzens, a photographer I really admire. Yes it was a bit nerve wracking, but I love this result!

There are a multiplicity of factors at play here I’m sure, and so I won’t try and enumerate them all, I’m not a psychiatrist!  However, I reckon there’s also a dose of Britishness here.  It’s just not British to post a great picture of yourself that says “Hey! This is me and I look great! I’m proud of who I am”. Instead we post the ratty selfie, the badly lit, unflattering angle snapshot that says “I’m not trying very hard and yes this is a bad picture but I’m no oil painting anyway”.  Frankly this is sad!

Everyone should have at least one great picture of themselves, as they look right now (so no your wedding picture from 10 years ago is not good enough!) and getting that picture done properly is as much part of taking time out for yourself as getting your nails done or your hair cut. It’s about celebrating yourself, owning how you look, and being proud of it.

IMG-20170206-WA0017
This is my most current pic of me – I try and get people I trust to take good images I can use on my social media – I will not be posting anything that does not make me look as good as I possibly can! Thanks Hannah Carey!

 

 

Ironically when I came to do the shoot with the kid, husband and dog, the husband quite quickly asked “can we get one of all of us?” totally blowing my friend’s excuse out of the water and showing that yes, people really do want a photo of us!

 

See my photography at http://www.siantphoto.com and follow me on Facebook, Twitter and Instagram @SianTPhoto