Bad photography can destroy someone’s perception of your brand.  Period.  Whether you’re a band, a bank or a bakery.  You can have the slickest flash website with the coolest logo out there, but if your photos are under par people’s perception of what you’re offering WILL suffer.  I’m saying this not only as a photographer, but as a consumer.  I’m a sucker for good packaging.  Heck, I think I’m using the daintiest lilac-honeysuckle-meadow breeze soap on the market right now, because I was a sucker for the design.  This is especially true for packaging involving photographs.

Photos draw the viewing in a very personal, relatable way.  They can convey a variety of emotions – cool and dramatic, peaceful and serene.  But in order for them to communicate what you want them to…they have to be GOOD.

Since this series is primarily geared towards bands that’s where we’ll be focusing.  Below are three steps you can take to achieve quality photographs for your band.

// Hire a professional

Your friend Jimmy may own a digital camera, but that does not qualify him as a good picture-maker.  Look for a photographer with a good portfolio in the genre and a good report with their past clients -someone whose work really impresses you.  Spend the extra few bucks to get a great photographer instead of a mediocre one.  Remember, this is your IMAGE that’s beyond portrayed through these photos.  Do you want them to say ‘mediocre’?    If you have a bad feeling about the photographer – find someone else!

// Let the photographer know what you’re thinking.

The process for getting great photos is usually a collaborative one.  Although I like when a client gives me total control, it’s usually best to get at least some ideas of what they want.  After discussing I can usually take it the rest of the way and come up with the finished idea.  Don’t be too domineering with the photographer either.  He’s a professional (see point above) and you’ve hired him because you trust his vision.  Don’t try to map out every shot and run the show.   Good input might look like this: ‘We’re a punk band.  We are a bit grittier.  We would prefer an urban setting.  I liked these photos of band X.’

// Be consistent with the photos.

Don’t get your shots taken every month by different photographers with different styles.  Remember, this is part of your branding. People will get confused if you change too often. Use the same professional photos for a year or so before getting new ones.  If they are great photos they will easily stand up that long.  Another time to have a new photos session would be when your next album is being developed.  We aren’t talking about candid fan photos – feel free to plaster those all over your myspace etc.

Next week I’ll be discussing what to expect at a band photoshoot if you hire a professional.
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Graeme is the owner of Pitman Photography. You can contact him @graemepitman.

The Importance of Professional Band Photos in Web and Marketing.