Ever journey through the interwebs in search of something specific, only to land on a company’s website with images of awkwardly posed models who are very clearly not the employees of said company? Perhaps you’ve come across a perfectly captured high five between (fake) colleagues or hell, even a bemused professional carrying a handful of balloons and a briefcase, enjoying the breeze.
Of course, not all generic stock images are as bewildering as the ones above.
In fact, most are bland.
Entrepreneurs and business owners who choose to use generic stock photography in their online marketing are playing a game of “what fits best,” rather than acting intentionally and strategically to form relationships with their intended audiences. It’s hard to evoke curiosity or loyalty in potential customers using cold and corny images that are likely replicated all over the internet. So, what’s the answer?
Custom stock photography. Sounds like an oxymoron, right?
Why Are Brands Using “Custom Stock Photography”?
Custom stock photography tends to have the opposite effect of generic stock photography. Brand-specific, custom stock photos differentiate businesses from their competitors. When used consistently, custom stock photos will convey a brand’s personality and values, enhancing a brand’s ability to genuinely connect with their customers. Custom stock images bring clarity to a company’s expertise, services, and the intended customer experience.
Capturing Images with Intention
A typical custom stock photography shoot may include environmental shots (your office or workspace), product shots, and shots of the company's team engaging with others, serving clients, and generally doing the things they do best.
Let’s dive into the benefits of custom stock photography, using my lovely client Caroline Sanney as an example.
Using her own home office as the setting of this shoot, Caroline conveyed competence, organization, and expertise without saying a word. She has the necessary tools for the job, a functional pragmatism, and a clean aesthetic. The information conveyed in these images builds a relationship with her potential clients before she’s even approached by them.
Actually showing Caroline immersed in her work and smiling warmly creates a genuine first impression; rather than randomly styled models pretending to have the best business meeting of their lives, she offers her own face, furthering the notion that she is a real professional and that she can back up the claims she makes about the services she offers. Her personality shines through in her decor and the way she carries herself. It’s clear that she's calm, intelligent, and careful in her work - keywords to describe her brand.
Ultimately, investing in custom stock photography is about harnessing the power of intentional imagery and cashing in on your authenticity. It’s about being crystal clear in your communications to customers and future clients.
And, it’s about standing out and being memorable in a sea of cheesy handshakes.