Selecting the right photograph to grab the attention of your customer can make or break a marketing campaign. So, when making that selection in your brand imagery, which is the better route to go – stock photography or building your franchise brand’s custom library?
It might seem like a no-brainer that the quick and economical route of using a stock photo library is the best way to go. It’s easily accessible, provides fast content at your fingertips and it’s easy to get correct file sizes. But is it right for your brand?
On the other end of the spectrum is creating your own custom photo library, which also has its advantages and drawbacks. It provides custom content, tailored to your brand and specifications. But it also takes time and money to hire a professional photographer.
So, how do you know which is right for your franchise brand?
Building an In-House Photo Library
Hiring an in-house photographer can offer a brand flexibility in developing content that can be applied to multiple marketing channels at once and appeal directly to your target audience.
In developing your library, a professional photographer will work with you to understand your brand, goals and audience to get the most out of any photo shoot. They can help in the development of shoots and work with you to incorporate brand colors and styles.
Once shot, your photo library will be unique to you and your brand identity, making sure that you’ll stand out from the competition. Not only does it help your brand’s image, but it also creates a stronger connection with your audience and leaves a lasting impression.
While the investment in an eye-catching photo library will cost more up front, it can be a more economical choice in the long term. As you build up your in-house photo library, you’ll be less reliant on purchasing from stock photo sites. Having a customized library also helps you avoid many legal pitfalls of licensing, which often happens with stock photography where the use of images can be restricted.
Stock Photography Use and Strategy
Stock photography might appear to be the most economical choice for your campaigns on the surface. But if you dig a little deeper, you’ll see that isn’t always the case.
However, for some brands, building a custom library isn’t always an option, and that’s where stock photography websites can help create a somewhat unique look for brands.
While it’s difficult to avoid, especially on royalty-free sites, choosing photos that don’t look like stock photos can be a challenge, but it’s not impossible.
To get that look, try to stay away from the most popular tabs and images. You don’t want to use a popular image that can confuse your audience. Staying away from those most popular models helps to avoid that.
Also, when selecting images, be aware of your demographic and pick models who are a good representation of your brand. Be mindful of what’s in the picture with the subject, their clothing and objects that distract from the person.
While we recommend brands use their own in-house library to capitalize on the uniqueness of their brand and imaging, stock photography does have a place in franchise marketing campaigns.
