4 Ways to Source Quality Brand Photography

Mollie Neff

In today's visually driven world, curating the right imagery for your brand can make all the difference in capturing attention from the right audience, conveying your brand story and driving sales.

Whether you're launching a fresh marketing campaign or revamping your website, your brand photography should be authentic, relevant and consistent with your brand style.

Let's explore some engaging options for sourcing brand photography that will elevate your brand's image.

4 Sources for Quality Brand Images

1. Hire a Photographer

Hiring a photographer is perhaps the most ideal choice when sourcing brand images, as it offers you the opportunity to have the most input in creative direction and provides ownable, original, and authentic brand content. Though it might stretch the budget, the value it adds to your brand could outweigh the cost and time spent hunting for stock photos. Regardless of in-house or freelance – always be sure to thoroughly review their portfolio beforehand to be sure their photographic style is in line with your brand.

In-House Photographer

An in-house photographer becomes a part of your team, knowing your brand inside and out. They can provide fresh content consistently and conveniently.

Freelance Photographer

Opting for a freelancer allows flexibility in the frequency, volume, and type of photography you need. However, you might need to plan well in advance to accommodate a freelancer’s availability. If you've worked with a freelancer or agency to build your brand in the past, consider reaching out to them again. They may offer photography services or recommend someone who aligns with your brand.

2. Use Stock Photography

Stock photography is a convenient and versatile option to source images for many brands. There is a range of affordability depending on which premium package you choose (usually based on the # of credits/downloads per month/year). Here's how you can make the most of it.

Premium Options

Websites like Getty, Adobe Stock, and Shutterstock offer the largest selection of photography with subscriptions or packages that include:

Regular Stock Photography: While traditional stock photography is more accessible, it typically comes with non-exclusive licenses. This means the same images can be licensed to multiple clients. This lack of exclusivity can result in less unique content for brands, potentially diminishing their distinctiveness in the market.
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AI-Generated Stock Photography: Most of the big stock sites already offer AI generated images directly within your search results. There are also AI editors built into these websites so that you can download an image and immediately make edits such as removing backgrounds, changing sizes or using generative fill to replace or add to the image, potentially making it even more custom to your brand. It is important to note that stock sites like Getty and Adobe Firefly are providing legally protected images with unique licensing, making AI-generated images created within their platforms commercially safe, however it is always best to check the specific usage rights for any platform, especially since AI technology is quickly and constantly evolving.
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Custom Content Images: For a budget that sits between hiring a photographer and purchasing stock photos, consider custom content creation from big stock sites like Getty. Maintain more creative control by submitting a creative brief, send your products to be included in photography if needed, and receive custom visuals exclusive to your brand.
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Free Stock Options: While tempting, free stock images require careful selection to maintain quality and brand consistency. Evaluate how each image fits with your brand’s style, colors, and tone and know that most of these photo options are not exclusive or ownable.
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Premium Stock Bundles: Some sites specialize in niche photography, such as weddings or business. Although these images aren't exclusive, they might perfectly match your brand's theme—just ensure they aren't overused in your industry.

3. AI Image Generators

The capabilities of AI image generation are significantly advancing every day. There are countless AI tools (beyond the stock sites mentioned above) that offer creative and alternative possibilities for brand photography. Models such as Dall-E 3, Leonardo AI and Stable Diffusion are easy to use but may take time to learn the tools well enough to create the right text prompts or build models that accurately perform and output the content that you want.

Advanced Capabilities with AI

Today's AI tools can tailor images to your brand's visual style, even creating brand-specific models. One example is MidJourney that allows you to ‘teach’ the generator with certain prompts and style preferences to product content that best suits your brand. While this can save time and resources, human oversight is crucial for maintaining authenticity, quality and consistency with your brand.

Special Considerations

Choose AI generators that excel in your brand's visual needs, whether it's realistic human features or integrated text. It’s also a good idea to experiment with different tools to find what best complements your brand’s identity across elements such as style, color, and feel.

In contrast to stock photography websites whose AI image generator models are trained from their own copyrighted content, many of these broader generative AI models can have more ambiguous licensing and usage rights. As with all creative content you gather, it should be a priority to review the permissions and licenses of each source to ensure your brand stays compliant.

4. User-Generated Content (UGC)

UGC is created directly by your consumers and is becoming more prevalent through social media platforms. This method can humanize your brand and foster community and authenticity. However, consumer content is not always up to par with professional quality (not all content creators are professional photographers – watch out for poor lighting, low resolution, etc.)

Engagement and Loyalty

To promote UGC, encourage your customers and followers to create content featuring your brand like running contests, offering incentives, or using branded hashtags that encourage engagement with your products/services. This not only builds loyalty but also creates authentic connections.

Quality Control

If repurposing UGC, ensure the UGC aligns with your brand’s visual identity and quality standards. Obtain explicit permissions and usage rights to avoid any legal snags.

Campaign Integration

UGC works best when blended with professional content. Strategically use it in campaigns to give your brand a balanced and genuine persona.

What Image Source is Best for Your Brand?

Exploring these diverse avenues for brand photography not only offers flexibility but also ensures your brand's visuals remain fresh and engaging. Whether you choose to hire a professional, delve into the world of stock images, explore AI possibilities, or harness the power of your community, each option provides unique benefits that can complement your brand’s journey.

Remember, the key is maintaining consistency and alignment with your brand's story and vision.

Brandience, a Cincinnati-based brand and marketing agency, excels in creating data-driven, emotionally resonant ads that align with your brand's narrative. Specializing in retail, restaurants, franchise industries, and healthcare, our hands-on leadership ensures your campaigns are both creative and effective. Reach out to us today to discover how we can help your brand stay consistent and compelling.

4 Ways to Source Quality Brand Photography

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