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September 15, 2020 by Terran Leave a Comment

Color & Story: Creating Unique Branded Photography Through Your Brand’s Aesthetic

Your brand is unlike any other. It has a distinct message to share with the world and you want to make sure your imagery celebrates all the things that make it unique!

You don’t want your marketing to look exactly like your main competition but how do you differentiate?

Here’s the secret no one talks about: you need to tell stories to your target audience that will build brand credibility and loyalty.

Look at Subaru, for example — they know exactly who their people are and how to speak to them. They have built a cult following and extreme levels of brand loyalty with their use of dogs, humor, and a love of the great outdoors in their campaigns.

So, I ask: what stories do you want to tell your audience?

Who is your target customer?

First we need to know who we’re speaking to. Who does your business serve and/or who do they aspire to be? Are they trendy hipsters, high-powered city-dwellers, middle-class suburban families, or salt-of-the-earth country folk? We want to create photos that allow your target audience to easily envision themselves and their dogs in the story we’re about to tell.

Who are their dogs?

Just as important as who your target customer is, we need to know who their dogs are. Are they big dogs, small dogs, rescue dogs, purebreds, or all of the above? It’s also worth looking at if your company has a strong tie to rescue work or if your brand gives back to shelters. Is that part of the brand story you want to tell? The animals in your photos will most likely be the main subjects in your photos so it’s important to choose dogs that are relatable.

What’s your brand color palette?

Does your brand go for more subtle or muted tones or bright, vibrant colors? Is your brand’s style more rustic, ultra-modern, or something in between? Should your images feel warm or cool? The answers to these questions will help us determine the types of locations and lighting strategy that will make your brand images stand out.

What kind of textures represent your company or product?

What kind of background images, colors, and textures do you currently use in your marketing? Perhaps you have natural wood grain, manicured green grass, and or solid stone surfaces like marble or concrete. Unless you’re going for a brand new look, it’s important for your new images to work with your current branding assets. Understanding the colors and textures that do the subtle work behind your brand will allow us to bring those exact textures or complementary elements into your photos.

How can you make your photos different from your competition?

This is the million-dollar question! While the easy answer is tell your story, not theirs, here are a few ideas and guidelines I like to use:

  • Do something different; have a solid, unique concept for your campaign.
  • Choose locations and scenery that are different from what your competition is doing.
  • Consider casting distinctive-looking dogs vs. purebreds that look alike.
  • Ask if your human and dog models have worked with your competitors and, if so, when. Using the same models as your competitors is risky and unfair to you both. Imagine you each had an ad on a facing page in a magazine… awkwaaard.

When all of these elements come together, you’re going to be able to reach your target customer without any brand confusion between you and a competitor! It’s important to talk to your photographer and creative team, too. Share your concerns so everyone is on the same page and can work together to create something truly special.


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Home » Color & Story: Creating Unique Branded Photography Through Your Brand’s Aesthetic

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Hi there! In the age of social media, we all scrol Hi there! In the age of social media, we all scroll... a lot. Since we've had a bunch of new followers lately, I wanted to take a moment to say hi, introduce myself, and get to know you a little!​​​​​​​​
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I'm Terran, the Crazy Dog Mom behind Westway Studio. My hubby, senior pup, and I live in San Diego for six months of the year and travel the US in our Airstream for the other six. We love being on the road, meeting new people, seeing new places, eating new foods, and experiencing this beautiful country we call home.​​​​​​​​
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I'd love if you would share a little something about you and your pets with me — like where you're from, your animal companion's favorite vacation destination, a silly story, or anything else! :)
It's your last chance to apply for our upcoming We It's your last chance to apply for our upcoming West Paw photo shoot! The casting call closes this afternoon! Don't miss out - photo shoots are TONS of fun for people and pets! Link in bio or https://www.westpaw.com/pages/model-call
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We're holding an open casting model call for our next playtime-filled shoot with West Paw! Apply at the link in my bio or https://www.westpaw.com/pages/model-call. Let's have some FUN!
Who LOVES treats? 🙋‍♀️ We're holding an o Who LOVES treats? 🙋‍♀️ We're holding an open casting model call for our next shoot with West Paw that'll be all about — you guessed it — TREATS! Apply through the link in my bio or at https://www.westpaw.com/pages/model-call
YahoOOoOooOoo!!! We are planning our next photo sh YahoOOoOooOoo!!! We are planning our next photo shoot with West Paw at the end of January! We're looking for dogs + their people to participate. Dogs should be well-trained and love treat toys! We are looking for pups of all breeds, mixes, and ages. Link in bio to apply or https://www.westpaw.com/pages/model-call​​​​​​​​​
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Sorry, boss, I'm gonna be late today... or I might Sorry, boss, I'm gonna be late today... or I might not make it in at all... it's National Cuddle Day, which means I can't move 'til my four-legged best friend does. 🤷‍♀️ Does your animal companion love to cuddle or is it more of an exercise in futility?
Hello. It's Wednesday. The holidays are over. Whic Hello. It's Wednesday. The holidays are over. Which way is up? Do you have any treats?
Mid-session puppy kisses always make for the silli Mid-session puppy kisses always make for the silliest and sweetest photos! Do your pups give you kisses, too?
Happy New Year, friends! What are you most looking Happy New Year, friends! What are you most looking forward to this year?​​​​​​​​
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Two things I'm really excited for are (1) getting back out on the open road in the Airstream and (2) teaching at the Shutterhound Conference in September alongside some of the world's greatest pet photographers. Seriously, the speaker lineup is i-n-c-r-e-d-I-b-l-e! Pinch me, I must be dreaming! (Sign up with crazy-special pricing through 11:59pm Eastern time tonight!!!)
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