Corporate Photography: Unique identities deserve unique pictures
Do your customers, employees or business partners always know who you are, what they have to offer and, above all, what distinguishes them from others? Individual and unique images help you to show your profile, to differentiate yourself from your competitors and to succeed in an increasingly competitive market. The following article will show you the most important advantages of strong image worlds and how you can use them for your company.
Similar to people, companies also have a personality that is made up of several characteristics that distinguish them from others in the long term. Only through these unmistakable, unique characteristics is the company perceived by others as trustworthy and reliable.
This is why people in picture galleries are particularly suited to make this corporate personality perceptible to others. Especially company founders often shape the company with their personality and thus make it unmistakable. Examples are Steve Jobs, Richard Branson or Jochen Schweizer.
If you are planning your own picture world, the following questions can help you:
- Which corporate personality should the pictures convey?
- Which goal should the pictures achieve?
- Which target group are the pictures aimed at?
- Which images are used by competitors in the industry?
- Do the pictures convey a unique and attractive reward promise?
THE COMPETITION FOR PRODUCTS IS REPLACED BY THE COMPETITION FOR COMMUNICATION: THE WINNER IS WHO COMMUNICATES BEST."
Prof. Dr. Dieter Georg Adlmaier-Autumn
THE PICTURES MAKE THE DIFFERENCE
It is becoming increasingly difficult to make one’s own message visible in the tremendous flood of information and to reach the recipients. Image communication is better than linguistic communication at ensuring the conspicuity and memorability of “corporate messages”. We humans quickly lose interest if we find no pictures on the Internet or in a magazine, but only texts. For the brain it is also associated with considerably more effort and it costs more energy. Pictures, on the other hand, show feelings much more effectively and sustainably than texts.
Compared to textual content, the advantages of images are obvious:
Advantages of images over text
- They are perceived, processed and stored up to 60,000 times faster.
- Good images have the potential to break through the wealth of information and attract attention.
- Globalization requires global, multilingual communication: images do not have to be translated in comparison to texts.
- Reference groups can recognize and identify themselves with the living world depicted in the images.
GOALS OF PICTURE WORLDS
From this can be deduced: Individual and unique images have the power to have a significant influence on successful communication. They show what makes a company unique and why you should choose this particular company. Differentiation is only possible if you dare to show your profile. Anyone who misses this will lose the chance to assert themselves in an increasingly competitive market.
Whether as a corporation, a medium-sized company or a self-employed person – everyone notices that the situation on the markets is visibly changing as a result of digitalisation. The main characteristics of this are increasing competition and faster innovation and product cycles. As a result, many products and services are converging more and more. On the other hand, consumers feel overwhelmed by the constant advertising messages and react to them with decreasing interest.
"THE NEW LANGUAGE OF CONTENT MARKETING IS THE PICTURE."
In many industries – e.g. management consulting, coaching, lawyers, doctors and many more. – Above all, trust is required in order to be perceived as competent. Especially here trustworthy and professional employee portraits show their full strength. At the same time, they convey to their employees as well as to the reference groups the value they represent to them through high-quality images.
Similar to people, companies have a personality that is made up of several characteristics that make them permanently different from others. It is only through these unmistakable, unique characteristics that the company is perceived by others as trustworthy and reliable. And nothing is more unique than the people who work for it. It therefore seems only logical to photograph them.
SELF-POSITIONING THROUGH OWN PICTURES
In the past, corporate photography was far too limited to pictures of smiling and handshaking men or women in business outfits. These pictures were often used from stock platforms, i.e. commercial image databases, which above all offer representative photographic material for a wide range of uses. The problem so far has been that many companies have limited their use of images to the same image archives. This creates an arbitrariness with which it is difficult to stand out from the crowd. In addition, it can happen that competitors use the same images, or in the worst case also industries with which one does not want to be associated under any circumstances – for example tobacco or weapons.
You only have to ask yourself the question once: What makes you stop at a shop window in the shopping zone? Either you are looking for something or you are positively surprised by the arrangement, the creativity of the offered products.
To put it in a nutshell, the shop windows of the past are now the websites and the social media presence. Since the number of these digital shop windows has increased exponentially in recent years and the consumer feels overwhelmed by the sheer number, it becomes all the more important to carefully consider how one can still stop and invite the consumer to linger. At this point of sale it is important to meet the customer with personality and authenticity and to arouse his curiosity. Expressive images can position you much more clearly in the competition. This is the great strength of well-organized business photography.
YOU CAN’T ESCAPE THE ZEITGEIST.
And since the attention span of consumers is getting tighter and tighter anyway, which according to studies is only fractions of a second, only images are able to convey the targeted message in an extremely short period of time.
The zeitgeist is also increasingly calling for images: Teenagers and young adults communicate almost exclusively via pictures – see Snapchat, WhatsApp, Instagram, YouTube. Many do not take the time to reflect what they have experienced in a text. Many consumers develop new habits to which companies have to adapt if they don’t want to lose contact in the future.
Of course the expenditure is substantially smaller with stock photos. But the publicly accessible photos are not without reason “free”. And even with stock photos, for which you pay cash (e.g. Adobe Stock), it is not said that a disagreeable competitor uses the same motifs on his website. We therefore recommend to our customers: Better take money into your hands and focus on authenticity instead of arbitrariness.
Are you looking for unique and authentic images that show your business and industry in the best light? Contact us now and we will be happy to advise you personally and without obligation according to your needs and wishes.
The pictures were taken together with our customer of the SIEBENBACH corporate culture. This has set itself the task of enabling people in companies to be more light, creative and creative.