As an Edinburgh brand photographer working across Scotland, I'm often asked how to use brand photos strategically.
In my time in this job, I've seen that lots of small business owners see the huge value in brand photography, but they don't necessarily know how to make the most of it.
In today’s digital world, most of us know that top-notch visuals aren’t just nice to have - they’re essential.
When you invest in professional brand photography, you’re not just paying for beautiful pictures; you’re investing in tools that have the power to transform your business.
Don't just aimlessly plaster them all over your social media!
But the value of these images doesn’t come from simply posting them online or updating your profile photo.
No, no, hell no.
The real return on investment in business photographs lies in how strategically you use them to tell your story, connect with your audience, and grow your business.
I know. I do rather keep banging on about this ..!
Here’s why having a strategy for what you do with your brand photography really matters.
1) Visuals build trust and credibility
Make an epic first impression
First impressions are ehhhhverything, and professional photography ensures that the first impression you make is a strong one. High-quality visuals help potential clients trust that you’re serious about your business.
In a world where decisions are made in seconds, images that reflect your professionalism, personality, and expertise can make the difference between someone clicking "contact" or scrolling away, lost to the Great Internet Rabbit Hole of Doom for ever more, never to land on your website or social channel again.
You don't want that.
2) A strategic approach saves time and effort
Stand out by thinking it through
When you plan how and where to use your brand photos, you avoid scrambling for visuals every time you post online or create a marketing asset. It looks so crap when the same tired old stock images circulate around the place in your line of business, doesn't it? Or maybe you've got a huge stash of bespoke brand photos already and fight the urge to lie down in a darkened room every time you try to decide which one's best to use in a certain place.
But with a clear strategy, your images really graft hard for you, providing a consistent source of content that aligns with your marketing messaging and business goals.
This not only saves you time but also ensures you stay consistent in how you present yourself across platforms.
3) It's true: consistency does build recognition
How will you stand out?
Think of the brands you admire. Chances are, they use a cohesive style of visuals consistently across their website, social media, and marketing materials.
You need to do this too. Why? Because this consistency builds recognition, helping potential clients remember who you are and what you stand for.
By using your brand photography strategically, you can create that cohesive look and feel that reinforces your identity at every touchpoint.
(Have a wee read of my blog post about consistency in social media photos to find out more about this.)
4) Images speak more loudly than words
Pictures do indeed say a thousand words
Humans process images a massive 60,000 times faster than words. Your audience is busy, and compelling visuals can communicate your message more quickly than a long paragraph of text ever could.
Whether it’s showing the quality of your work, the story behind your brand, the personality that sets you apart, or your unique ways of doing the thing you do, brand photos help you connect with your audience on a deeper, more emotional level.
Quickly.
5) Strategic use maximises your investment
Get the most out of your brand photos
Professional brand photography is an investment, not an expense.
When you use your images strategically, you’re ensuring that every penny you’ve spent works harder for your business.
Whether it’s converting website visitors into clients, engaging your audience on social media, or elevating your marketing materials, a strategy helps you make the most of your investment.
Why did you commission these photographs, and what exactly will they be used for? You need to know that at the outset - which is one of the reasons I put a LOT of effort into getting to know my clients, their businesses, and designing their shoot plans.
But where do you even start? Well ...
Start with immediate updates
Once you understand why you need to use your new brand photos intentionally, the next step is to focus on where your images can have the most immediate impact.
Updating key areas of your online presence and marketing is a great place to start.
Update your website
Your website is often the first point of contact for potential clients. It’s crucial to feature images that create a strong impression. Use:
Refresh your social media profiles
Each social media platform has its own style and audience, so choose images that fit:
Then plan for long-term use
Brand photography isn’t just about the here and now - it’s an ongoing resource that can support your business's marketing efforts in loads of ways over time.
For example, you could (should??):
Create a content calendar
A content calendar ensures you use your images strategically without overwhelming your audience with a great big dump of photos of you all in one go.
Rotate your visuals across platforms, keeping things fresh and engaging while avoiding repetition. Think about:
Repurpose for maximum ROI
Every image in your collection can serve multiple purposes. For example:
Enhance your marketing materials
Beyond online use, your brand photography can really elevate your print and digital marketing materials.
Whether it’s a brochure, media kit, or business card, integrating high-quality brand photos adds professionalism and polish.
Think about where your audience interacts with your brand and make sure the visuals they're presented with are cohesive, stand out, and make a big impact.
Ready to take things further?
Strategic use of brand photography isn’t just about looking fancy online - it’s about building trust, consistency, and connection with your audience. By understanding the "why" behind the business images you use, you can make decisions that build your brand, save you time, and drive real results.
Want to go deeper? I now offer clients who book my Soar or Transcend packages an exclusive, comprehensive guide packed with actionable strategies for using their brand photography collection. This includes tailored advice for websites, social media, and beyond - making sure every image works as hard as possible for their business, helping them sell.
Are you a service-based small business owner based in Edinburgh or anywhere else across Scotland? Let’s create a brand photo shoot tailored specifically to your business, ensuring you stay relevant, authentic, and professional. Together, we’ll showcase the best version of you while making your brand stand out. You can contact me here.
Not ready to reach out just yet? Have a read of my ultimate guide to brand photography for insights and inspiration, and find out how exactly brand photography can help YOU.
