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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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Hiking the red rocks with Kilo was so much fun! He Hiking the red rocks with Kilo was so much fun! He is soooo athletic and was ready to bounce up onto every rock we saw. He kept a close eye on all the other hikers to make sure they weren't there to steal his super-yumma treats! 😆😋​​​​​​​​​ 
Thank you to @wellnesspetfood for sponsoring our big adventure and keeping our doggie models so, so happy with the very best treats!
Hiking is good for the soul but please sit down wh Hiking is good for the soul but please sit down when you're on the edge of a cliff. 😆​​​​​​​​​ 
Greg is really putting my fear of falling to the test lately. He keeps leading me to these incredible places with steep, steep falls but great, great views (which he knows I can’t resist). 😱 He even somehow convinced me to climb across a nearly sheer rock face through the use of foot holes and hand holds. Thankfully, there was also a rope to hold onto but, my goodness, my heart was pounding and my entire body was screaming on the inside. I did it, though, and that’s what matters!
Who loves camping? Do you prefer hiking out to the Who loves camping? Do you prefer hiking out to the backcountry with a tent or bringing all the comforts of home along with you in a trailer? What's your favorite campfire activity? Ghost stories, s'mores, music, or something else?​​​​​​​​​ 
Thanks to our awesome trip sponsor, @petplaysf, Oakley is all set for an adventure out in the wild (or, you know, just an afternoon snoozing in the shade).
I've always been a homebody. I like my house. I li I've always been a homebody. I like my house. I like my stuff. I like the comfort of it all... but once we picked up our Airstream last year, my whole world changed. The open road quickly became my home; change became my comfort zone. After six months of travel, I kept asking Greg, "do we have to go home?" I honestly didn't want to go back to my house or to sticks-and-bricks living. I was sad. I loved living small. I loved experiencing this incredible country while trailering my home behind me. We had to go home, though. But now, six months later, we are back on the road again and I truly couldn't be happier! This year's adventure is taking us through Utah, Idaho, Wyoming, and Montana — some of my favorite-favorite-favorite places on this earth! Follow along on our blog (westwaypets.com/blog) or right here on our social media!
Before we left San Diego, we did a shoot with Boba Before we left San Diego, we did a shoot with Boba — the most adorable little pom — and his mom! Boba is the goodest boy and knew all the looks that would get him 11,386 Good Dog treats! I mean, really, would *YOU* be able to resist that smile??? 😁​​​​​​​​​
Thank you to @wellnesspetfood for sponsoring us on Season 2 of our epic Great American Road Trip!
It's world cocktail day! I've never been much of a It's world cocktail day! I've never been much of a drinker but as the temperatures are getting warmer, I find myself craving my favorite summertime cocktails! Lavender lemonade with fresh mint (made with Silo lavender vodka we found in Vermont) and Arnold Palmers (made with Mossy Ledge Sweet Tea cordial we found in Maine) are my two go-to staples! What are your favorites? (Alcoholic or non-alcoholic options both welcome!)
I have been photographing beautiful Presley for ma I have been photographing beautiful Presley for many, many years but this was her first outdoor session with me! I spotted these little flowers and just knew I had to photograph her in them. She's the sweetest girl and I absolutely adore her! ❤️
We photographed Nalu at my *favorite* spot in all We photographed Nalu at my *favorite* spot in all of San Diego. Why is it my favorite? Um... are you looking at the same photo I am? Pepper trees, ooey gooey sparkle light, and a little dash of magic... yes, please!​​​​​​​​​
Are you ready for a session with your pup? Send me a message to be added to our waiting list for when we return in September!
Could little Pearl be any cuter? 😍​​​​​​​​​
We'll be back in San Diego in mid-September and already have a waiting list for sessions once we return. Send me a message with your contact info if you want to be added to it!
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