I was so inspired recently when Sara Armbrister reached out to me about branding photography for Aligned, a pilates, barre, and yoga studio she owns in Lawrence, KS. The brand needed some fresh content for the studio, which they wanted to share on the website and in social media.
I love branding photography on many levels. Typically, my branding sessions include the necessary headshots of the staff, which is usually what brands want. However, I also like to capture the essence of a brand, too. I encourage my clients to bring in elements of your brand colors to ensure your brand is consistent across all channels, whether it’s the website, emails, social media, or even any photos you may use in your building. Aligned has a very earthy color palette, and the women who teach in the studio were dressed perfectly to bring out those colors.
When I shoot branding photography, I always dig in to find out more about the brand itself. Beyond colors, what type of mood or aesthetic represents the brand? Are there specific shots you’ll need as you plan ahead for social content or the website? I like to get some stock-style content for you to play with, too. My goal for a brand photography session is to arm you with enough photography that you have a full set of photos to choose from, specifically planned out for where it will be used. And then I love to give you plenty to work with beyond that, too.
With Aligned, I started by discussing the studio’s needs with Sarah. I even did a little in-person homework. When you go into the studio, they have these moody black and white pilates photos covering their walls, so I knew I wanted to capture something similar for their needs, whether it was going to be artwork for their walls or just used digitally.
In addition to the headshots I knew they needed, I wanted to get the women in action in the studio. I wanted to shoot the same moody images that currently represents their brand in the studio, but using their own talent so it felt more personal for their clientele. They went to town, teaching, stretching, and pushing their limits. I don’t know about you, but I’d be obsessed with seeing these women move like they do! My goal was to inspire their clients to find that same strength and flexibility in class.
It may seem like an unnecessary expense. However, I can tell you businesses that invest in branding photography quickly find it’s a great way to help customers understand who you are before they even walk in the door. Like any branding, your photography can create a deep connection with people, or even turn people away. My goal with Aligned was to help inspire anyone interested in pilates, barre, and yoga to see themselves in these instructors and the work they do. It’s helping create a relationship that will lead to brand loyalists.
We’re also telling a story of Aligned and the people who work and practice there. That’s something any brand needs. I’m a photographer first, but I was a marketer for years before I went to work for myself. I can tell you from first-hand experience that brand photography is essential to telling the right story for any business.
Contact me if you’d like to learn more about how important branding photography can be for your business. As a trained journalist and storyteller, I’d love to work with you and give you creative photo solutions for your business. Let’s talk and build your brand together!