With the worth of a thousand words, great imagery = great marketing.
Great images emit a signal that draws in and deepens your connection to new and existing clients resulting in ideas, bookings, purchases, collaborations, opportunity and creative expansion.
From print product to packaging, sneak peeks to process and headshots, social media storytelling to web banners, BTS and details…(phew) your site and socials deserve cohesive images that deepen trust, document processes and enrich online presence across platforms.
I’ve been photographing creative entrepreneurs and businesses for more than 15 years. In that time I’ve learned a lot about the planning and prep needed for a creatively enriching photo shoot and high value, so-excited-to-share images.
I’ve compiled a real-world, nitty gritty list of tips, tricks, and thoughtful considerations to help you structure a working shot list and prepare for your branding session.
This post features my work with friend and client Emily Fox King. Emily is an oil painter (her paintings of women and tables!), teacher, and devoted social media sharer/storyteller.
Now let’s get into it! Let’s make a list!
MAKE A LIST
Be(gin) where you are…
VISIT YOUR WORKING SITES & PLATFORMS
Visit each and every site and marketing platform you currently use: think website, social media platforms, store-fronts, and newsletters.
PRO TIP: Use a pen and paper! Sure your Notes app is great for when inspiration strikes but taking the time to translate that to good ole analogue form is better for thinking and learning AND it keeps digital distractions quiet.
What photos do I need?
Tune in and notice
Which images are missing?
Which photos have I outgrown?
Which images aren’t communicating effectively?
What images would tell the story better?
Does my headshot look like me?
What images do I like but I need a better/fresher/more professional version?
Don’t Forget:
Newsletter Banners
Category/Collection Headers
Profile images
Reel Covers
Class Listings
Event pages
Product Listings
Instagram Stories
Write it all down and get specific.
Remember to note orientation (vertical or horizontal), crop (square or 3:4). A typical list might look like this:
4 horizontal images for my newsletters announcing annual original painting releases.
6-12 vertical headshot for art fair features- some looking, others painting.
2-3 options for square thumbnail images for product sub categories: original paintings, giclée prints, post & greeting cards.
New calendar images for Instagram stories. A few hanging (over bed, in studio) with full sized paintings, packaged.
PRO TIP: Turning attention to your business incites a flood of inspiration and shoulds but right now: that’s probably a distraction. Keep focus on improving the platforms and sites you and your clients are already familiar with and tell the inspiration to come back a bit later.
What images do my clients need?
What images do my customers need to see, to know, to feel when the visit my site, page, or product listing?
For example when a client adds a product to their cart they may wonder,
“How is that packaged? Does it come wrapped?”
This becomes an item(s) of your shot list:
SHOW SHIP-READY, GIFT WRAPPED PRODUCT
This process of “What does my client need to know and what might they ask?” is incredibly valuable as it naturally refines the “tell” part or your work by highlighting where you can improve processes, feature lists, and other areas that need more thorough, succinct, or clear written detail.
PRO TIP: Just because certain image wants and needs seem obvious to you now, doesn’t mean you’ll remember it on shoot day! Write it all down. Especially the obvious stuff.
What images does my story/brand need?
Image collections like the ones below, of Emily’s tomato painting, work together to express her style, show her space, and highlight detail. These collections are natural outcomes of a professional brand photo shoot where your work takes center stage. These kinds of images serve as evergreen marketing assets to be used over and over even when a product sells out. Used throughout your site and socials they create a cohesive story or “brand”.
By giving multiple iterations of the same “thing” layers perspective and create a cohesive story that communicates the product and process naturally while guiding the story. Huge bonus points if you, or parts of you, are in the images. More on that later….
This image offers a lot of storytelling value. It shows Emily’s space giving a behind-the-scenes, instant connection to her work and real life (spot the phone in the lower left).
What images do you need for where your work is heading?
Now that you’ve prioritized the stories you’re already telling and products you’re already making- it’s time to let the future have some say.
Consider publications and collaborations coming up, new products and classes.
Where will you advertize and what orientation would you like the images to be?
Get specific. That might look like:
I plan to plug a new painting class!
1 vertical image with negative space for words for collaboration post with host
1 detail shot (horizontal) email reminding students of supplies to bring and sharing address
1 email soliciting a review
1 wrap up post on social media
And last but not least….
Show Your Face
Yes, you. Yes, your face. Yes, exactly as it is right now. We’re face-finding folk and your portrait is a highly-valuable asset to your business. Fans, followers, clients and collaborators want to know who they’re buying from, hiring, and commissioning- they want to see the face of the person who makes the work they love.
What that looks like depends on you.
Contrary to popular belief there is no one-sized-fits-all way to show up and be photographed. From dressed up, performative, and playful to everyday, in-process and casual it’s all good so long as the images tell your story.
My pre-session consulting conversations center around the question of who you are, what you do, how you present online and how we can expand, deepen and enrich that story.
I believe a session should be connective, collaborative, productive and playful, creative and directed. We need to be productive and focused while allowing lots of space for day-of, minute-by-minute inspiration within a well-planned shot list serving as guide.
If you’re nodding your head, recognizing again the way a branding session will elevate and support you in your work click the link below to learn more about my sessions
A final word…
Being documented and seen in your work is deeply validating and carries intrinsic and extrinsic values for expansion and creativity in your business and in the experience of being human.
As a founder, solopreneur or small business owner you often work alone and a lot of your work is unrecognized and unwitnessed- no matter how deep or broad the terms of your success. I understand this. I’ve run both Ashley Thalman Photography as well as e-commerce art brand Ultraviolet Backdrops for more than 20 years combined and there’s something so grounding about being photographed in and with your work.
Your long hours, flow, inspiration and devotion mean something to you, and to the world. Investing in the work of a fellow creative to document, notice, and empower your unique creative vision is an experience your work deserves. So if it’s not me- make sure it’s someone. Even if that someone is you.
Film Notes & Vendor Credits:
Backdrop: Ultraviolet Backdrops “Seamless White”
Film & Developing Notes: Kodak Gold 200 box rated
Scanner: Frontier with borders
Camera: Pentax 645n with a 75 mm lens.
Film Lab, The Find Lab in Salt Lake City