First, let’s define lifestyle photography. Lifestyle photography usually portrays people in real-life situations or events, capturing a particular mood in an artistic way. It’s largely popular today with businesses and brands, especially on social media and yet also quite overlooked and underestimated at times.
Lifestyle photography brings a sense of authenticity and relatability to your brand. You simply cannot be original or convey your own brand message, concept or emotion with stock images.
If successful large brands are using relevant and authentic imagery for their target market, the same goes for smaller businesses.
Here are a few ways in which you can use lifestyle photography to grow your brand and be more visually present:
1. Showcase your space.
If you have a physical location or store, it’s best to show your actual space, so customers know what to expect. You don’t want to use a stock image of a location that doesn’t represent what customers will actually see. When shooting your space, you will inevitably stage it to suit your needs or portray the mood you want customers to associate with you, but for marketing purposes, your actual space needs to be present.
2. Show potential customers the experience they will have with you.
If you have a service based business, show people snippets of what the service looks like, whether that’s a workshop, class, instruction, treatments, etc.
3. Show customers using your product.
Customers like to see how your product integrates with their everyday lives. It’s important to note in this case, that overly glossy editorial shots might not be very convincing to your customers, especially if you’re showing a real-life scenario. You want the photos to be well-lit but natural-looking and relatable.
4. Showcase your staff.
Showing photos of your staff members at work creates brand authenticity and also builds brand recognition. It can help to show teamwork and all the hard work that goes into your business. This can also elevate your staff's online presence.
5. Tell your brand story.
Lifestyle photography is a great way to tell your brand story. Visual storytelling has become very important for marketing. You can either tell the story of how your brand came to be, with images of yourself and the day-to-day workings of your business or take your customers on a visual journey, selling them a lifestyle and mood that is personal to them.
Having great natural photos of events you’ve held, will help new customers know what to expect from future events and give them a better feel for your brand.
Take control of the narrative of your business and connect with your audience using original visuals.