There is no substitute for a great image...literally and figuratively.

With the right thought, planning and execution, great photography can develop into powerful business tools. More than snapshots, more than portraits, the right photos capture the essence of your brand as well as the best copy, the catchiest tagline, or the coolest logo.

What are the 1000 words you want to paint? Photographs allow your brand to say more with less. But making great pictures requires you first take the time to fully articulate what you want to communicate. The right agency provides the expertise needed to determine a proper budget and maximize your photo investment.

Here are the three critical areas we consider when using photography as a brand communication tool:

1) Choose the right eye.
Always review the photographer’s portfolio. Make sure you are strategically aligned and that the purpose of the photos is clear. Check the chemistry... it’s less about their equipment and more about how they “see” things. Can they tell a story with images that communicate your strategic brand perspective?

2) Plan it tight.
Time during a photoshoot goes remarkably fast. A specific shot list is vital to capturing your communication points, and it must contain logistics, locations, styling and people notes. Remember: If it doesn’t get shot it will not appear in your campaign materials. Manage the shoot, and be prepared to bail on a minor shot that is taking too much time. Always take a few fun shots. Sometimes those are the ones you end up using over and over.

3) Creative direction is key.
The interaction between photographer and creative director during the photoshoot ensures that the original vision for the campaign is maintained. Taking every possible effort to improve the quality of results is worth the investment, since great photos are fundamental to simple, bold communication campaigns.

More than a beauty show, great photos are visual talking points that can say more about who you are than a mountain of words. In an era where we are all dazzled by the photos that we can take with a cell phone, just wait until you see what a professional with the right equipment and a strategic plan can do for your brand.

Every shoot is an adventure. Here’s a few wild stories from the field during recent photoshoots

MPi
For MPi, we were lucky to gain access to Penske Mercedes-Benz & Audi for a shoot to showcase technology that enables digital dealerships to provide a great customer experience. The team included photographer, grip, tech, videographer, makeup, 3 models, creative director and assistant. The results were phenomenal. Check out the video below...

TradeTec
For TradeTec we scheduled a local photographer near their Chicago facility and organized an amazing two day shoot. Combining studio portraits, lifestyle and facilities photos, we captured their new brand position: Big Brand Experiences. The results were all that. And more.