The secret to building trust with your ideal clients: authentic branding photography


Know – Trust – Like


If you are an entrepreneur then I expect you have heard this many, many times!


The marketing concept of KTL is based on the idea that people are more likely to purchase from a brand that they have a relationship with…so the goal is to get information out there that help build that relationship with your ideal client.


The journey starts with getting to know the ‘you’ behind the brand, which in turn drives connection and familiarity…and one of the quickest ways to start building that connection? Having an authentic and consistent brand identity that shines out wherever you place your brand images. You want your ideal client to recognise ‘you’ as they scroll through their emails, there social media, their adverts…stop that scroll and come into your world. Have a think for me…when you decide to read a post or a blog, or continue to a website…is it the copy that’s drawn you in? Or was it the image you saw first that made you want to go onto read what that person had to say? 😉


Here's the truth in today’s digital world – trust if often built BEFORE anyone even meets you in person…your online presence, especially your photos and visual identity, play a huge role in shaping that first impression. If you are relying on stock images, or outdated photos of yourself, then it could be preventing you from building that KLT factor and those relationships with your ideal audience and showing them the real authentic you.


Why authenticity matters in brand photography


Because if it’s not there, people will see straight through it. It’s (almost)as simple as that. YOU are the reason people want to work with you...another thing you’ve probably heard in the marketing industry….People buy from People. Your branding photos are an opportunity to show who you are, to show your story, to create that emotional pull in people where they can’t think of a reason NOT to work with you! Your branding photos immediately tell your story, and potential clients can immediately see who you are, what you stand for, and whether they align with your values.


Have a think about it – when you are scrolling through Instagram, or looking through a website…which one captures your attention more? One filled with faceless, stock images that feel samey…or the one with real, relatable images that help you peek behind the curtain?


Your photos can help build trust in many ways:


1.     The show who you really are


Your personality, your passion, who you are outside of the business, what makes you unique. Whether you are smiling in your office talking on zoom, working with a client or simply showing off the space you work in…it all tells a story and helps your audience build a picture of who you are.


2.     Create emotional connection


There’s a part of the brain (the amygdala) that, amongst its many functions, is involved in forming emotional memories, and contributes to decision-making linked to emotions (with a degree in psychology, and a fascination around behavioural neuroscience, I live for these sort of brain facts!). If your images can create that emotional connection, then it goes far deeper than the surface, you are making an emotional imprint on someone’s brain…and when they are looking for someone who does what you do…that memory is going to be right at the top 😊


3.     Consistency builds recognition


Consistent, high quality photos help establish your visual identity, making your brand easily recognisable. Over time, this consistency builds trust as your audience starts to feel familiar with you, your business and your style. Think of any well known brand (Coca Cola, Nike)…do you know what they stand for? Why? Because they consistently show you through their images and even their slogans (‘Just Do It’ – Nike) which creates an emotion connection, a ‘feeling’ and pulls you towards them.


So I suppose what you really want to know is, how do you incorporate authentic branding photography into your business?


Here’s how you can make those images work for you…


-         Show you face!


The trend of faceless reels is past (thank goodness). People connect with people! Including photos of you (or your team) on your website and social media helps clients feel like they already know you before they even make contact. If you want an example of this, pop onto my website and have a look at my ‘about’ page – you’ll get a good feel for who I am and my personality before we have even spoken!


-         Capture your work environment and the tools you use


We are nosy. Human beings are nosy. So let’s help your audience out by taking them on a journey of where you work…and yes, if you have a laptop that has stickers on it…let’s be seeing them because they tell the story of you! We get scared to show up anything less than flawless…but no one is, and it’s the day to day imperfections that make you relatable 😊


-         Highlight your values


This might sound hard…capture your values in a photograph?! But really, we are capturing how those values show up. For me, I hold learning and growth as values that are very important to me, and you will always find piles of books around the house…and in my branding shots. Likewise with connecting with others – I would say 99% of the behind the scenes videos I show on Instagram show me interacting, laughing and smiling with my clients, because I value connection and making people feel comfortable.


-         Be consistent


Consistency is key in creating your visual identity. If you want to attract the right clients and build long lasting relationships, then your brand must truly reflect who you are. It is so much easier to be consistent when you are being true to yourself and your brand, so you owe it to yourself to do that deeper work to figure out what makes you tick, what your values are, how they show up, and who you want to work with.


I know….so much to think about, and I could have gone down a rabbit hole on more than one occasion! But, it really all comes down to trust. You want your ideal clients to trust you, and one of the most impactful ways to do this is by creating consistent, authentic images that pop off the page, stop their scroll, and make them curious enough to find out more…and then of course, you win them over with your personality 😉


If this blog has made you think, and you’d like to explore your options around branding photography, then shoot me a message via my enquiry form – let’s chat and see what we can create together to set you brand apart.