Before & After Business Portrait - Branding through Photography

Firstly let me state that Anthony D'Arcy, the subject of this post is well aware and amused that he is being given the before and after conversational treatment!. I say that so that my future clients don't worry I'll make them a talking point too!I have used the 'Branding through Photography' phrase in the header again because this is part of my ongoing discussion about photography in business.  So does branding have a starting point?

Well, yes it does.  Anthony needed a photo, so used the webcam on his computer.  It's quick, it's easy, gets the job done and it's... well, look at it!

Anthony has been using this photo for ages on LinkedIn, his business site at AIMS Accountants and has known he needed to update it; but we're all busy and a photo can get overlooked.I read a comment a little while ago that your online profile photo is 'your first handshake'.  Yet, people still don't get themselves photographed and photographed in the right way.  Then, very often, business takes off but the profile photo is given low priority.

Anthony came into the studio last week with the plan to put together a portfolio of images which he could use in different forums and different ways. The style of a photo will convey a different feeling so we worked through some variations.  The first one I'll show you, to my mind is a direct replacement for the webcam photo, one which I hope showcases Anthony in a better light.

There are guidelines for business portraits and although they will have a subjective element, I think some are fairly solid.  My pet hate is the image style where the camera is elevated above the subject.  A little tip is this, to establish a level of trust and authority keep the lens level, or a little below the eyeline. We are talking business portraits here, not coy, come hither, flutter the eyelids, seduction photos.  Yes, you can elevate a little, it may differ from person to person but you know you're going too far when the step ladder comes out!

Given all social media platforms use square photos you need to think about that when creating the photo in the first place. Some compositions don't work well when cropped to fit so it is worth thinking ahead.  Given the size and shape of a profile photo it is also worth making sure you have an uncluttered background; a textured backdrop, entirely plain or given a lit gradient should be your aim.Your pose can take a variety of forms, straight on, at a 45 degree angle face forward or face slightly turned, but I think one thing is really important. Eye contact. Make eye contact. Look straight through the lens. Looking off camera is a documentary portrait. You want your profile photo to connect and that means eyes forward!

Once we're away from the social media profile photo we start to think about other styles.  The social media photo can be a stand alone with other images being used for your more detailed profile pages, your marketing images, advertising photos, PR and press releases attachments.If you run your own business I am a firm believer in promoting yourself, remember, people do business with people so it's important to promote yourself as well as possible.I work to create usable photos. This one is a strong image and the composition is intentional to give Anthony space to include promotional text.Again, I think a statement photo.  Anthony means business.  This raises the issue of Black & White vs Colour too.  I get asked which is better and I think it's personal choice, maybe a branding issue, a style question. Probably dictated by the forum and campaign.  Myself? I like Black & White but Colour also works.

OK, this changes the message. At least I think so. Sitting down with nothing between the subject and the viewer creates a 'one on one' interaction.  This feels like the start of a conversation.

And at the end of this little selection I can show that Anthony smiled!

So, there you have 'Before & After'If you would like to discuss business photography from a single social media headshot to a portfolio of images, narrative storyboard business photography or 200 staff, give me a call.