JULY 16, 2009
I met today with Rich Brooks, president of flyte new media (www.flyte.biz) in Portland. He is a web design and business marketing specialist, with a voluminous knowledge of social networking sites and how to use them to advance a company’s marketing goals. He gave me some insight about how to use my blog more effectively. Up till now, I have been using it as a creative outlet, a way to share my personal vision through photography. Rich showed me that I could also be sharing my expertise in how companies can use photos effectively in their advertising or marketing campaigns. I now plan to incorporate advice in this area into my blog in addition to my personal photos and my ongoing Scarborough 350 project.
Today’s question is whether the photos on your website reinforce your corporate identity. Whether you’re using stock photography or having a professional come on site to produce custom photos, make sure that the visuals match your message. If you make hand-crafted, one of a kind items, you’ll want to have pictures that show your attention to detail. Photos that are poorly lit, that have bad shadows, that aren’t as finely crafted as the products you make will tell prospective customers that you are sloppy, not detail-oriented. If your company’s key to success is superior customer service, but the photos on your site are generic, stock shots of sunsets or landscapes, or, worse, pictures of your offices or equipment with no people in them, you’ll be missing the warmth that can be seen in the human interaction of your staff with your clients — the thing that will make prospective clients interested in doing business with you. If you serve a young, hip clientele, are your photos bold, bright, edgy and shot from interesting angles, or do you have a bunch of boring, line-‘em-up pictures that don’t tantalize the eye? Matching your photographic images to your corporate image will bring consistency and clarity to your message and help establish your brand.