Do you really need to buy Stock Photos?

My last post talked about how you can improve your profile photo with a few easy steps and I ended that by saying I wanted to look at stock photography.

OK, to clarify, stock images are all over the place and in the main easily recognisable. They are so readily available and enticing and seemingly cost effective.  Stock is an industry in its own right, from agencies and websites collecting vast portfolios supplied by enthusiasts to hardened professionals to professionals working exclusively producing very high quality images.

Now I don't have any issue with stock photography, it is a tremendous resource but if you overuse stock on your website and in your printed material, in my opinion, you do nothing to build your brand identity.  I truly believe that many businesses are sitting on fantastic opportunities to create and build branding with 'home grown' photography.

Some of this they can do themselves, some will need commissioning but the real issue is that the resources to create the images, the raw material if you will, is right in front of them.

It doesn't matter if you are a sole trader working alone or a company owner/CEO with hundreds of employees, you need to consider if using stock is benefiting your branding or diminishing your identity.

To be fair it is a big conversation so I want to focus on one aspect for now.

People.

Take a look at this photo.

Now you will no doubt recognise Roisin from my last post on profile photos.  I created these photos at the same time we worked on the profile shoot transformation and what I am looking to demonstrate is that, taken in conjunction with that, you can see how with some simple steps either you yourself or your staff can become a strong branding asset.

The above photo is much like a stock photo you might buy to illustrate an aspect of your team, maybe a human face on your customer services department.  The thing to consider though is that by using actual people who work for you, or with you and telling customers and clients who they are, you create a bridge between them and your business identity.

I have said before, although I can't claim originality with the saying but 'people don't do business with business, they do business with people'.

I look around at so many websites that are so sterile with no character, no personality.  I speak with web designers who as a matter of course, sit down with their clients and pick out photos from a stock library. I see websites extolling the huge benefits of commissioning a consultant on an issue, only for the website to offer absolutely no insight into the character of the business.  So may websites are facsimiles of another. You need to look around you and pick up on what makes you different.

I had a conversation today about estate agents. We discussed how they differ and concluded that every estate agency is the same. Some claim to be different and 'fresh' but honestly, they all follow exactly the same process for selling your home. Within parameters they charge similar fees, promote in the same way, advertise online and have a HIgh Street office.

The ultimate difference is the people working behind those windows. I think, everything else aside, most people choose an agent on the personality that they deal with, the staff, the character of the manager/owner/negotiator. That is how they differ.

People.

This applies to thousands of businesses across all sectors. And it is an under used asset.

So, whilst Branding with Photography can extend to all areas of your business from your facilities to your actual day to day operation, I ask you to look at how your personalities and characters can make a difference to your branding identity.

There is plenty of commentary on the internet on research, which demonstrates how personalising your branding with actual people increases traffic to websites and creates more enquires and customer contact.

I think it's a no brainer, if you are in business, be the business and let the business be you.