Almost every week, I am contacted by a photographer who has been asked to bid on a commercial job and feels completely out of their depth.

I know the feeling. In 2009, I did my first commercial photoshoot for a major feed brand, and afterward, I decided commercial photography wasn’t for me.

Why? Because, at the time, my photography skills and my ability to work in a collaborative setting needed more time to mature. I was happy focusing on equestrian portraiture, so I leaned into my strength.

Fast forward seven years later, and another major brand approached me about a photo shoot. I now had seven more years of experience, and I was ready to try it again.

I wasn’t instantly successful at it, but now another seven years later, my client service business is entirely focused on Commercial and Branding photography and video, and I have worked with many of the biggest brand names in the equine industry.

In today’s business landscape, establishing a strong brand identity is critical for companies to stand out and captivate their target audience, and the importance of high-quality branding images can’t be overstated.

When it comes to creating impactful and professional imagery that represents your brand, hiring an experienced commercial photographer offers many advantages over hiring a less experienced portrait photographer. In this blog post, I’ll explore why companies should prioritize experience when hiring a photographer for their branding needs.

Understanding the Commercial Context:
Experienced commercial photographers have an in-depth understanding of how companies use images to strengthen their brands. They are well-versed in capturing images that align with a company’s vision, mission, and target market. Unlike portrait photographers, who focus on capturing individual subjects, commercial photographers are skilled at translating a brand’s essence into visual storytelling that conveys their message to potential customers.

Versatility and Adaptability:
Branding images encompass a wide range of subjects, from products and services to people and environments. An experienced commercial photographer is adept at adapting to various scenarios and bringing out the best in every context. They have honed their skills in lighting, composition, and post-processing techniques, allowing them to capture dynamic and engaging images that elevate your brand’s visual appeal.

Consistency and Cohesion:
Maintaining a consistent visual identity across all brand assets is crucial for building recognition and establishing brand loyalty. Experienced commercial photographers understand the importance of consistency and are adept at creating cohesive imagery that aligns with your brand guidelines. They work closely with your marketing team to ensure that the images they capture seamlessly integrate with your existing visual content, whether it be for websites, social media, advertising campaigns, or print materials.

Aesthetic Expertise:
While portrait photographers excel at capturing individual beauty, commercial photographers possess a broader aesthetic that extends beyond personal portraits. They have an eye for detail, a sense of style, and a deep understanding of composition and visual storytelling. Drawing from their experience in commercial photography, they can create visually compelling images that reflect your brand’s personality, values, and unique selling propositions.

Business Relationships and Industry Knowledge:
Experienced commercial photographers have often worked with a diverse range of clients. This exposure provides them with valuable insights and knowledge about various market sectors, allowing them to contribute strategic input during the photoshoot process. They can offer suggestions and recommendations based on their understanding of industry trends, consumer preferences, and effective marketing strategies.

Collaboration and Putting Client Needs First:
An experienced commercial photographer works as part of a creative team, taking direction from the client or agency and involving them in the creative process. Portrait photographers are used to directing their own photo shoots and may struggle with the team aspect.