3 Tips For Building Your Brand With Architectural Photography
A picture is worth a thousand words. Have you heard that saying a thousand times? Well, it’s for a good reason. Great photography can create an instant emotional reaction in a homeowner who’s looking to be inspired. Whether your photography captures inspiring interior designs, chic architectural features or quality construction, the way a space looks and feels in a photo matters. Eye-catching images are worth their weight in gold when it comes to attracting your ideal clients.
Here are three creative ways to leverage your photography for effective branding.
1. Be Consistent
Creating visual consistency can help build your brand. Using the same photographer, while not mandatory, will give your photos a consistent quality and style. This in turn will make it easier for potential clients to recognize themes and patterns that flow through your designs and associate them with you and your work. Consistent photography helps define your style and lets potential clients become familiar with your work at a glance.
Martha O’Hara Interiors uses the same two photographers for all projects, along with a certain pop of color, so homeowners can quickly recognize O’Hara’s work. See examples above and below.
2. Post Photos for the Clients You Want
The type of photos you add to your profile will define not only your work, but also your capabilities as a professional. Just as important, the photos will set clients’ expectations. If all of your images feature one type of project, they’ll assume you specialize in that style — and clients who are looking for that will notice. You can use this to your advantage.
For a long time, Wiley Gillam of Modern Craft Construction wanted to focus on modern homes, but was attracting clients who wanted traditional designs. To attract the projects he wanted, he started to post only photos of his modern homes on Houzz and renamed his company Modern Craft. Since then Wiley has become a leader in modern home design in Dallas.
3. Branding Without Borders
The beautiful thing about photography is that it doesn’t require language to be effective. A picture has the same effect regardless of borders or locale. With the rise of social media and the Internet, we can keep in touch with friends who live miles away and do business with clients in other countries. Homeowners on Houzz look around the world for inspiration and to find professionals to help them with their dream projects. Having a strong online presence can open unexpected doors.
Many professionals in the U.S. have been hired by clients as far away as Hong Kong, Dubai and Australia, because someone saw their photos on Houzz and wanted to work with them regardless of where they were located.
Applegate Tran Interiors’ photography has built a global following; the two partners have become go-to designers for clients in Asia, whether they’re buying property in the States or undertaking projects overseas.
What are your best tips for capturing your work with photography? Let us know in the Comments below!
This story was written by the Houzz Industry Marketing team.