Throughout the history of branding, there have been innumerable advancements and innovations in the art of branding photography. As time has carried on, those innovations became far more frequent. Technology plays a key role in how we understand branding photography in our modern age. Understanding each of those factors may prove to be valuable in refining your craft, further promotion of your products, and identifying the future trends of branding.
Innovations of branding have skyrocketed over the last 20 years, especially with the birth of the internet. The use of branding photography has been reconfigured with the creation of a digital infrastructure, especially with the use of social media. Now, not all social media are created equal; each one has its own independent systems, with some that focus more on text, while others are image-based. Platforms such as Instagram, Snapchat, and Pinterest are the most prominent in the image-focused department. In this case, highlighting Instagram would probably be the most beneficial for our purposes.
Branding photography is generally a business employ, designed to cultivate a particular image and furthering their products and services. Instagram is probably the best means of doing so. Whether it is by running ads with your images or simply a word-of-mouth campaign utilizing your materials, the use of branding photography can be definitive for whatever your branding crusade entails. Not to mention, you can engage with your followers, who are all potential customers. However, there are certainly downsides: the algorithmic nature of these platforms means that content can easily get lost in the noise and the potential of diluting your brand by relying solely on social media is high.
Additionally, with the creation of the internet, portfolios were transformed into a digital resource, where there are no limits of the quantity you could provide and it is far easier to update than the analogue. The digital portfolio offers a sleek new model that is easily accessible and can be shared by the click of a few buttons. Highlighting your best works, testimonials, and your brand’s story is the best way to invigorate any potential clients.
Analytics are potentially one of the most useful tools you can access for your images. Understanding what forms of content you provide on the socials perform the best is important to understanding the heart of your audience. Being able to see in real-time what your top performing work is, what your lowest performing work is, and how the middle ground performs is crucial information to building your brand with a stronger identity.
I would be remiss if I failed to mention the use of artificial intelligence in branding photography, although that may be what dates this article. The use of A.I. is an incredibly volatile tool and a controversial conversation when it comes to its use in any artistic field, including photography. However, many photographers have adopted the utilization of A.I. in regards to editing and post-processing. Using A.I. to expedite the editing process, by way of color correction, brightness edits, and refining the overall raw images, photographers may be able to reduce the process of labor by a matter of hours.
Branding photography has become a powerful means of reaching a new audience. While the innovations I mentioned are not exclusive to branding photography, they have been incredibly valuable in its innovation. Analytics, portfolios, and social media have all played a major part in the development of the field. I hope that you have learned something today and that you have an excellent week!
All the best,
Logan Clark