Stock Photos Aren’t Enough

Creating authentic images for your brand can be hard.  Where do you start?  Stock images? Have your intern take some iPhone photos of the office?  This honestly can be a big challenge for a number of brands, and it’s super easy to fall into the trap of stock photography.  Content Marketing Institute has a great article about this very issue. That whole CMI article is about authenticity.  The author Buddy Scalera puts it “Authenticity is like currency. Spend it wisely or it will be wasted.”  As I’ve said before, bad video content hurts your brand, and so can bad photography.  If your product or service is awesome, why aren’t your photos?

Don’t get me wrong, there is always a time and a place for stock photography, but we are talking authenticity here.  Whenever you talk about your amazing team that makes your product or service amazing, use real photos!  Nobody likes seeing the same photo of a man or woman smiling wearing a headset.

Popular stock photo from Shutterstock

I don’t know about you, but that photo rubs me the wrong way.  What is it that makes it seem so, stock?   What does a photo like this tell you about the company’s brand?

This is where authentic photos are key!  Show off your people that make your product a reality, make your big B2B brand personal! And that’s exactly what Opower did.

They recently had me come in to take photos focusing on two women engineers for an array of marketing collateral, along with some other general office shots. It was a really simple shoot and we were able to spend a half day shooting around the office.  The focus was on women in tech, and the result was a very easy going, authentic feel.

I think any brand could greatly benefit from a simple shoot to capture authentic workplace photos.