Branding vs Editorial Photos
As an expert looking to position themselves visually as an authority in their space of expertise, understanding the distinction between branding portraits and editorial portraits is vital.
Both these genres of photography serve their unique purposes, but using them interchangeably could negatively affect your marketing efforts.
Branding photography is about showcasing the essence of you and your business.
It's an intentional process of capturing images that align with your business's personality, values, and story. Branding photos are about connection - they serve to create a bond with your audience, allowing them to see the real, authentic you.
They provide your audience with a visual narrative of who you are, how you solve problems and what it looks like to work with you.
Editorial photos, on the other hand, focus on creativity, drama, and artistry.
They prioritize aesthetics and artistic vision over personal connection and relatability.
Editorial photography is ideal as a visual compliment to magazine or long-form articles about you, which is a completely different experience than your own online presence.
Your website, online content and other marketing materials are all about those you serve. An article is all about you.
As a result, using editorial portraits as promotional materials might create a disconnect with your audience.
Sure, they’ll see a beautiful, artistic image, but will they understand your business? Will they connect with you? Will they trust you? Eh…
Editorial portraits can certainly be eye-catching and attractive, but they don't serve the same purpose as branding portraits. They might not communicate your message effectively or form the connection that is crucial for building trust and credibility with your audience.
Remember, your goal is to create an authentic connection with your audience, make them feel like they know you, and understand what you stand for.
While editorial photos have their place and purpose - and they’re pretty cool to have - they don’t belong on your website or one sheet.
Keep it genuine and natural, and that will go a long way to connecting with those who need your help most.