So you’ve decided it’s a good idea to hire a photographer for your marketing photos. (Excellent choice!) Now comes the hard part…how do you find the RIGHT photographer for your needs?

Just like many industries, photographers specialize in certain genres of photography: weddings/events, portraits, families, babies, headshots, business photography, etc. While a good photographer should have command of posing, lighting, composition, and how do use their equipment, there’s a specific skillset involved with brand photography. Knowledge of things like color theory, brand standards, layouts and media standards, how to capture emotion, how to tell a story with images—that’s what you need a branding specialist for.

How do you know if your photographer can truly make your brand shine? Here are 5 questions you can ask:

Do they specialize in brand photography?

A lot of photographers have added branding to the list of services they provide. Very few of them have studied brand photography. There’s a BIG difference between images designed to be used to advertise a business and family photos you put on your wall. Remember the old saying: a jack of all trades is the master of none.

Creating brand images goes way beyond a headshot or posing a group of people in an office. There’s strategy involved! Make sure you choose a photographer who understands how to plan a brand photography session.

Do they have marketing expertise and will they help you plan beforehand?

A photographer with knowledge of graphic design principles, how images are used in marketing and advertising, and how to create images that convey messages is priceless when it comes to telling your brand story. The average photographer does not have this marketing expertise.

It’s frustrating to hire a photographer and end up with a bunch of images that don’t work for the ways you promote your business. A photographer with a marketing background can avoid that and help you create exactly the images you need!

Do they offer full production, professional lighting, and setup on-location?

Proper lighting plays a big role in the look and feel of your photography and what works for one genre of photography may not work as well for another. Professional lighting is a must for brand photography.

Does your photographer offer professional hair and makeup services? Do they have the proper lighting and knowledge to handle changing scenarios on location? Is retouching included? When you’re using photos for websites or advertising, these things matter a great deal.

Do they give you royalty free usage rights to the images with no expiration date?

Commercial photography is priced very differently from personal portraits. The images are designed to be used to promote business over long periods of time and you purchase a license to use them for what you need. Sometimes there are a lot of restrictions on how you can use the photos, or expiration dates where you’ll have to pay an additional fee to use them past a certain period of time. It’s best to ask the question beforehand and not be surprised later.

Do you like their work and feel comfortable they’ll make you look your best?

Most importantly, does this photographer’s brand and personality mesh with your company culture? Does their style work for what you’re trying to accomplish? If you’re looking for a certain look and don’t see that in their portfolio or on their website, you may not get the images you’re hoping for!

The old adage is true: you get what you pay for. Your brand reputation is the most important asset your business has, make sure you’re investing in the right images and the right photographer to capture them.