Brand Photography in B2B Branding

It takes more than just pretty pictures; or stock images!

It is about capturing your brand’s vibe and telling a story that resonates with your audience. Whether you're scrolling through Instagram or landing on a website, captivating visuals make all the difference, don’t they?

It is important to stand out in the B2B Business and so, it is important to custom photos for your brand identity. What your website features might be the same that your competitor is using. Hence, you have no differentiating factor. 

Why does it matter? Because people remember what they see more than what they read. To stay unique and stand out as a brand who people remember and search for, you need to connect with your audience. Stock images lack that authenticity or emotion. So, if you want your brand to stand out in a crowded market, having high-quality brand photography is non-negotiable. The right visuals can elevate your brand, drive engagement, and ultimately convert viewers into loyal customers. That’s where comes in Brand Photography.

HubSpot shows that images have the second-highest return on investment among visual content types, making brand photography very important. Custom photos give you exclusive rights to your images, so no one else will use them. Investing in lifestyle branding and professional headshots can make a huge difference in establishing your brand. 

How can brand photography add value to your B2B website?

The answer is Professionalism! Many websites lack custom agency, so investing in brand photography helps you stand out. Customising the photography style for your target audience is also important. Choosing the right props, paying attention to composition, post-production and aiming for consistency are a few basics to start with.

For example, we recently worked on a website where most of it looked well-designed because we used custom photos. In some areas where we used stock images due to time constraints, the output didn’t look good. So, make sure you give enough importance to brand photography if you want your brand to stand out.

The images shared below effectively communicate the brand’s key message and are able to paint a picture that visually connects with the brand. This stands out when you compare it with a photograph shot on a random smartphone or as selfies. Definitely those are low-cost options but cheap comes at cost. 

What is brand photography?

Brand photography is like the canvas where your brand story comes to life. Think lifestyle images that showcase your products in real-life scenarios or behind-the-scenes photos that give a glimpse into your company culture. Each photograph is an opportunity to engage, inspire, and connect, turning a fleeting moment into a memorable experience by situating the audience immediately into your world. Similarly, a brand photography is representative of the brand identity and design. Great brand photography invites your audience into your world, connects with them and makes them feel part of your journey.

If you look at the photographs below, you will notice that the colour tone and palette remains consistent.

These shots from Snowball Digital gives a clear picture of Brand Photography below:

Now, if you have a physical product, make sure it looks outstanding in photos. But even if you don’t have a product to shoot, showing your employees at work can be effective. We did a project where we photographed the client’s employees in their office space and added those to their career page, which made a big difference. 

So, whenever you are planning a photoshoot, first define its goals. Is it for the ‘About Us’ page, the homepage, or a repository for future use? Start with a brand photoshoot mood board to avoid randomness. Plan locations carefully; you can shoot within your office or at an offsite location too. Right below is the sample photography which we did for our client, Anker Cloud 

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A few weeks ago, we collaborated on a project with David & Who where we shot some products for Kerala Ayurveda’s Amazon page. 

Tanmaya, one of the lead designers at Everything Design who has worked on this product shoot, says, “The brief given by the client was very clear. They needed modern layouts in the photography but at the same time, it was essential to use traditional props.” 

Such a situation calls for premium photography with customizations and direction which will not be available only when there are professional photographers and art directors to do the shoot.

Now, how is Brand Photography different from Brand Imagery?

Brand imagery is nothing but the heartbeat of a brand. It’s the bigger set which captures brand photography as a subset. It’s not just about looking good; it’s about telling a story and creating an emotional connection. Now, imagine a vibrant colour palette that sparks joy or a distinctive logo that instantly brings a brand to mind. For example, think red and you can connect with Coca Cola or even Youtube for that matter. Effective brand imagery wraps everything together—shaping perceptions and building trust. It’s the first impression that lingers, making your audience feel something profound before they even dive into your product or service. But this only works out if the brand is big enough.

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It encompasses all visual elements associated with a brand, including logos, colour schemes, typography, graphics, and overall designs. Brand Imagery also establishes a cohesive identity and sets the tone for how a brand wants to be perceived. It creates a visual language that communicates the brand’s values and personality. It aims to evoke feelings and associations in the audience, influencing perceptions and helping to build brand loyalty.

Understand Your Brand Identity

Before you start snapping away, take a step back and ask yourself: “What’s my brand all about?” Your brand identity—that combination of personality, values, and tone—is key to creating photos that align with your brand’s messaging. Whether your brand is playful, sophisticated, eco-friendly, or tech-savvy, your photography needs to reflect that.

For example, if your brand is bold and edgy, you’ll want images that pop with vibrant colours and dynamic compositions. On the flip side, if you’re more about minimalism and simplicity, your visuals should feel clean and refined.

PayPal’s photography approach emphasizes candid, human-centric moments, blending relationship-focused scenes with product shots. This combination fosters a genuine emotional connection, reinforcing PayPal’s human element and approachability. The mix of spontaneous, real-life interactions paired with product images brings a sense of relatability and authenticity to the brand’s visual identity, aligning with the company’s focus on user experience and community.

1. Visual Storytelling

Example: HubSpot

HubSpot uses vibrant, engaging photography on its website that showcases real people using their marketing tools. Their imagery reflects a friendly, approachable brand personality, making their software feel accessible to businesses of all sizes. This visual storytelling helps potential customers relate to their solutions and see themselves using the platform.

Source: HubSpot

2. Mood and Tone

Example: Slack

Slack’s photography combines professional and playful elements. Their use of bright colours and candid shots of teams collaborating conveys a sense of productivity mixed with fun. This aligns with their brand identity of enhancing workplace communication in a lighthearted manner.

Source: Slack

3. Audience Connection

Example: Mailchimp

Mailchimp often features images that resonate with creative entrepreneurs and small business owners. Their diverse representation and relatable scenarios in brand photography help reinforce their identity as a user-friendly marketing platform tailored for creative minds.

Source: Mailchimp

4. Highlighting Unique Features

Example: Shopify

Shopify showcases its unique features through dynamic photography of successful online stores and entrepreneurs. Their imagery highlights real customers and their products, reinforcing the brand's identity as a platform that empowers entrepreneurs to build and grow their businesses.

Source: Shopify

5. Consistency and Cohesion

Example: Adobe

Adobe maintains a cohesive visual identity across its platforms by using consistent photography styles and themes. Their images often feature creative professionals in action, reinforcing their brand identity as a tool for creativity and innovation.

Source: Adobe

6. Authenticity and Relatability

Example: Buffer

Buffer utilises authentic, candid photography that showcases their team and company culture. By highlighting behind-the-scenes moments, they present a relatable and transparent brand identity that resonates with their audience.

Source: Buffer

7. Feedback and Adaptation

Example: Zendesk

Zendesk frequently adapts its brand photography based on audience feedback. Their imagery often features diverse groups of people, reflecting their commitment to inclusivity. By responding to audience preferences, they continuously refine their brand identity.

Source: Zendesk

8. Creative Exploration

Example: Intercom

Intercom embraces creative photography that showcases user interactions and diverse scenarios. Their unique visual approach allows them to explore different facets of their brand identity, inviting users to engage in various contexts.

Source: Intercom

These examples illustrate how effective brand photography can encapsulate and communicate a brand’s identity, helping to establish a deeper connection with their audience while reinforcing their core values.

Therefore, you need to make sure your brand photography is consistent across all platforms, from your website to your social media channels. It builds trust and helps people instantly recognize your brand.

Know Your Target Audience

Let’s be real: you’re not creating these photos for everyone. You’re creating them for your target audience. So, who are they? What are their interests, values, and pain points? Knowing your audience is crucial because you want your photography to speak directly to them.

Say your brand caters to busy young professionals. Your photos should reflect their fast-paced lifestyle, maybe with sleek, modern aesthetics and dynamic, on-the-go shots. On the other hand, if your audience is more relaxed or eco-conscious, your images should reflect that vibe—think nature, earth tones, and a laid-back feel.

But, if your target audience are your clients then you should again stick to who you are or the business you are in. For example, the photography represented by a tech firm will be starkly different to that represented by another in the world of pharmacy.

So, do some audience research and figure out what visuals will click with your demographic. Your brand photography should evoke the emotions and lifestyle your audience identifies with.

Choose the Right Photography Style

When it comes to brand photography, the style you choose is everything. It needs to reflect who you are as a brand while still resonating with your audience. But don’t just follow trends—find a style that’s uniquely yours and sustainable over time. Whether it’s bright and energetic, dark and moody, or clean and minimalistic, your photography style should reinforce your brand identity.

For example, think about Nike's bold, action-packed shots compared to Muji's calm, neutral-toned images. Both brands are instantly recognizable because their photography style is consistent with their messaging.

Hence, stay true to your brand, but keep an eye on industry trends. Your photography style should evolve, but it should never stray too far from your core identity.

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Invest in High-Quality Equipment

Here’s the deal: low-quality photos just won’t cut it anymore. If you want your brand to look professional, you need to use high-quality equipment. This doesn’t mean you need the most expensive camera on the market, but investing in a good camera, proper lighting, and the right lenses will make all the difference.

If photography isn’t your strong suit, don’t hesitate to bring in the pros. Hiring a professional photographer can elevate your visuals in ways you wouldn’t expect. And trust us—it’s worth the investment.

Now, if you’re DIY-ing your photography, natural lighting is your best friend. It’s free and can make your photos look stunning when used right.

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Utilise Props and Settings to Tell Your Brand Story

The environment you shoot in and the props you use are essential to telling your brand’s story. Props should enhance your photos without stealing the spotlight from your product or message. Think of them as the supporting cast in your visual narrative.

For example, a coffee brand might use warm, cozy settings with cups, books, and plants to create a relatable atmosphere, while a high-tech gadget company might go for sleek, futuristic backgrounds to reflect innovation.

When in doubt, less is more. Stick to props and settings that are in line with your brand’s visual storytelling and avoid cluttering the frame.

Pay Attention to Composition

Composition is everything when it comes to brand photography. Whether you’re a newbie or a pro, mastering simple composition techniques like the rule of thirds can make your photos more visually engaging. Play with balance, leading lines, and negative space to highlight your product or subject in the best possible way.

Think about the colours you’re using too. Make sure they complement your brand’s palette and evoke the right mood. A well-composed image isn’t just pretty to look at; it also guides the viewer’s eye exactly where you want it to go.

When shooting, visualise how your image will be used. Is it for social media? A website banner? Tailor your composition to fit the medium and purpose.

For example, the ad-shoot by Volkswagen shared below has a very minimalistic composition with a simple yet strong communication and the right colour, introducing the new beetle.

Edit Carefully and Consistently

You’ve got the shot, now it’s time to polish it up. Editing is where you can really fine-tune your images, but be careful not to overdo it. Stick to a consistent editing style that aligns with your brand’s overall aesthetic. Whether you’re going for a bright, airy feel or a more moody, dramatic look, keep it consistent.

This doesn’t mean every photo needs to look the same, but they should feel like they belong to the same family. Consistency in editing helps build a cohesive visual presence, which is essential for brand recognition.

Use software like Adobe Lightroom or Photoshop for more refined editing. And always double-check that your photos look good across different devices before hitting publish.

Showcase Your Products or Services in Real Life

It’s one thing to take a beautiful photo of a product; it’s another to show it in action. For brand photography to truly stand out, you need to highlight how your product or service fits into your customers’ lives. Show your product in use or in real-life settings that your target audience can relate to.

For example, if you’re selling athletic gear, show people using your products in real-world settings—running, working out, or playing sports. This adds context and helps your audience visualise how your product fits into their daily lives.

Lifestyle photography is a great way to show your product’s versatility and connect with your audience on a more personal level.

Like anything in marketing, it’s not enough to just create beautiful visuals—you need to know what works. Test different types of imagery, measure engagement, and refine your approach based on what resonates with your audience. Whether it’s through website analytics, social media metrics, or customer feedback, keep iterating on your brand photography strategy.

A/B test different images on platforms like Instagram or Facebook Ads to see what gets the most engagement. Even LinkedIn is growing as a great platform for B2B entrepreneurs and CMOs to engage with their target audience through marketing which is no more dull or boring. The more you test, the more data you’ll have to improve your visuals.

Conclusion

Brand photography is one of the most powerful tools in your marketing toolkit. It’s how you visually communicate your brand’s story, values, and offerings to your audience. By understanding your brand identity, knowing your target audience, choosing the right photography style, and investing in high-quality equipment, you can create visuals that not only stand out but also connect with your audience on a deeper level.

Remember, it’s all about creating a cohesive visual experience that aligns with your brand’s overall messaging. So keep refining, testing, and iterating your brand photography strategy to make sure you’re always putting your best (visual) foot forward.