This is the fifth instalment in our six part series on Kapferer’s Brand Identity. This blog series is a “How to” on using all 6 different facets of The Brand Prism to build cohesive and effective branding photography that leads to profitable marketing .
Our first two post of the series were Brand Personality and Brand Physique, which both deal exclusively with the brand and product that we as business owners are presenting. Essentially Personality, and Physique are all about the business provider. Brand Relationship and Brand Culture, which are the middle point of the prism, are where your brand and the customer meet and interact.
Our last two post are the bottom of the prism which is where we find clarity about our potential clients and how they see themselves both internally and externally in relationship to our brand. Brand Self Image is the description of how potential clients would like to see themselves inwardly as a result of interacting with...
Let’s talk about Brand Relationship. This is the fourth instalment in our six part series on Kapferer’s Brand Identity. This blog series is a “How to” on using all 6 different facets of The Brand Prism to build cohesive and effective branding photography.
In our last post we talked about Brand Culture and how it is the internal values of the group of people who follow or identify with your brand. If Brand Culture is the internal values of the group then Brand Relationship is the external outworking of that culture. Brand Culture and Brand Relationship are the middle point of where your brand and your clients meet and interact. Like any healthy relationship, good Brand Relationship is based on healthy interactions and communications. The Brand Relationship is what the customer feels they receive when they interact or exchange with your brand that is above and beyond the actual product they are buying.
Lets use the Dove Soap and Skin...
Brand Culture- What is it and how do you develop it for your own brand? This is the third instalment in our six part series on Kapferer’s Brand Identity a “how to” on using all 6 different facets of The Brand Prism to build effective branding photography. So far we have looked at Brand Personality and Brand Physique. Today we are looking at how a Brand Culture impacts potential buyers.
Simply put, Brand Culture is the outworking of your brand's values. Brand Personality is the singular characteristic of a brand, whereas Brand Culture is the corporate outworking of those brand values. A great example of this would be the energy drink Red Bull’s brand. Red Bull’s brand personality is extreme, outgoing, and cutting edge. From these internal brand values they have built a Brand Culture of pushing limits. When we think of Red Bull we think of a group of people who love extreme sports and spend their weekends mountain bike riding at break neck speeds...
This is our second instalment of our six part series on Kapferer’s Brand Identity Prism and how we use it to create effective branding imagery. Most small to medium businesses only develop and implement a few of the facets of their brand, and because of this their brand lacks the strength to push through the noise and reach their ideal clients. When a business has a strong Brand Identity all elements of their branding and marketing start to work together and create a synergy that turns lookers into buyers.
According to Kapferer’s Brand Identity Prism there are 6 different facets that make up an effective and profitable brand. Today let’s talk about Physique! No need for wolf whistles or gym memberships in this conversation. We are talking about the physique of your brand. In our last post we talked about Brand Personality, which is the values that your brand would encompass if it were a person. Brand Physique is the physical aspects of...
We put a lot of work into developing our brand as business owners, but how can we take our brand from being a great logo to an effective and engaging brand that work for us? Branding Photography is a critical element in presenting your product or service to the market. Here at Life as Art we work hard to understand the full picture of your brand so that we can create the most profitable and engaging imagery for you.
Today we are starting a six part series on learning more about Kapferer’s Brand Identity Prism and how we use it to create branding imagery. Most small to medium businesses only develop and implement a few of the facets in their brand, and because of that their brand lacks the strength to push through the noise and reach their ideal clients. When a business has a strong Brand Identity all elements of their branding and marketing start to work together and create a synergy that makes an impact.
According to Kapferer’s Brand Identity Prism there...
There is what you want, and then there is what you need.
So often we are set against two differing magnetic pulls.
What I want is a tub of Ben and Jerry’s Chocolate Chip Cookie Dough Ice cream, but what I need is a healthy dinner full of veggies and greens. What I want is to binge watch two more episodes of my favourite show, but what I need is an early night.
However, sometimes the line between want and need is a little more blurred when we are choosing a good option, not realising there is a better one.
As a corporate branding photographer, I often go into our Brand Discovery meeting with a client and find that they have a pretty good idea of what they want from their branding shoot. They know their brand best and are the most passionate about it, and our Brand Discovery sessions help us to take that passion and knowledge and define it to its core essence.
However, what often happens is that the original ideas around the branding shoot, while good ideas...
Change the World! That’s the goal! It’s definitely a BHAG (Big Hairy Audacious Goal), but here at Life as Art Photography we believe that we all have the power to change the world. Change is like a ripple of water. It starts with us as individuals, which then changes our families, which then changes communities, which changes nations, which changes the world. At Life as Art Photography the way we change the world is by challenging the superficial.
We challenge superficial stereotypes revealing authentic truths that empower and uplift both the viewers and the subject of our imagery.
We captures the essence of our clients through artistic and emotionally engaging visual storytelling. Through this process they find an authentic view of who they are, and replace the stereotypes of how they think they should be.
Essentially we change the world one image at a time. Each time we photograph a client, they walk away feeling confident to...
The yellow glow of summer sunshine. The smell of sunscreen. The sticky feeling of drippy ice cream cones.
Summer is full of memories and emotional connection. The warm weather sends us outside looking for cool water, and sandy memories. Something about the extreme temperatures make memories a bit more sticky in the subconscious.
These sticky memories are an amazing opportunity for businesses to tie their brand with emotions that are already deep seated in their clients.
A brand that presents itself as warm and approachable will outshine their competitors. Capitalising on summer memories is a great branding move, and it’s simple to do.
Head down to the beach with your staff and take a few quick pics of you having a meeting. Share the images on Instagram remembering hashtags are a powerful marketing tool.
Instead of a Friday after-work drinks, bring in a couple boxes of icy poles for the staff and share the pics on social media. Show...
Your online imagery is often the first impression your potential clients have with you and your brand. Because of this, it is important that your headshot and branding photography convey approachability and openness. There are a few techniques that we use to achieve a final image that is relatable and approachable to your potential clients.
Most people we work with don’t enjoy being in front of the camera. In order to achieve the best imagery on the day we provide a Client Guide that is brimming with information and tips to help clients feel prepared for their photoshoot. We also work closely alongside our clients on the lead up to the shoot. Whether it’s outfit selections, make up tips, or helping to coordinate employees, we do whatever we can to help everyone to feel prepared for the day. After years of working with clients we’ve learned how to overcome many of the common stressor...
“We are happy, friendly people.”
If you read that phrase and had to chose one colour that “said” that to you, what colour would you choose?
For a long time we have bought into the idea of colour psychology that certain colours universally make us as human feel a certain way. Modern research is saying that might not be as true as we think it to be. That said we think most would agree that colours do have some underlying emotional affect, it’s just largely dependent on their context.
As a photographer we make hundreds of colour and hue decisions with every shoot. We help coordinate clothing to tie in with branding logos. We adjust the White Balance of an image to make it cooler or warmer depending on the message we are intending to communicate. We change the hue slider of greens and yellows to make trees and grass more universally appealing. We have spent endless, upon endless hours, making tiny tweaks to skin tones to make sure headshot images looks...