The photographic world is a constantly evolving beast. Ever since the advent of digital technology, changes have come thick and fast. But the last few years have seen bigger changes than ever before.

Cameras are packed with more technology than ever before, smart phones come with high-resolution cameras and websites are being viewed on phones and tablets with increasing frequency. The way the industry works as a whole is changing too. Of course, it’s impossible to predict exactly what might happen over the next twelve months, but here’s what my crystal ball is telling me…

You’ve gone to great lengths to build a unique and credible brand image for your company, so don’t tear it down with generic stock images. Professional photography showcases your company, people and products in the best possible light, and increases your credibility with potential customers. Plus you can strategically showcase your facilities, workmanship and actual products complete with your logo in the background or on uniforms to build better brand awareness.

Make a Human Connection

Faces in the photos on your communications provide a human connection between your customers and your company. Generic models used by stock companies are often so perfect they look artificial and therefore are not believable. When you use real employees and clients in your images, you make a human connection with your audience. When people can trust the people in the photograph, they trust the message that is included with it.

Eliminate Imitators and Embarrassment

Ever notice banner ads for one company using the same stock photos as other companies?  There’s the same blonde newscaster, the grimacing old man, the customer service rep on a headset! When you use stock photos, you cannot prevent other websites—even your competitors—from using the same ones. One embarrassing mistake and costly re-print due to someone else using the same image quickly eliminates any perceived savings of using stock plus causes repercussions and nightmares.

Creating your own professional photography ensures that your photography is as individual as your company. People will not see your photos on other company’s marketing materials. Plus, your marketing materials will be tied together consistently and flawlessly to project the best possible image for your brand. Seeing new and unique photos engages your audience better and shapes a more specific and memorable experience.