Key qualities brands look for in a professional photographer

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Bringing the values of your brand closer to your target audience, with photographs that have an impact. And that connect with their emotions. Professional photography is much more than just showing a product.

When looking for a professional photographer to take the photographs for a new advertising campaign, or for a brand or product launch campaign, brands are clear about what they are looking for. And this is what today’s article is about, so if you are interested in this subject, you are in for a very enjoyable read that will help you a lot to understand brands. If you are a professional photographer or you are training to be one, understanding and empathising with the needs of brands will become as essential a part of your work as mastering technique or lighting, among other aspects.

And who better than Katherin Wermke and her team to offer you an insider’s view of the industry? At Barcelona Photographer we have been working for years with brands all over the world, and our experience can be of great help to you. So once again, we’re here to share it with you.

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Creative vision and consistent style

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When, a few lines above, we told you that brands are clear about what they are looking for, we meant that they expect the photographer to be able to do an impeccable job that reflects what their brand wants to transmit and what it means in the market. However, we do not mean that they are clear about the type of photographs they need or that will work best for them. That, in part, is also taken care of by the photographer. We can say that it is a combination of the client’s requirements and objectives, together with the advice of the photographer and his team, from their experience and mastery of advertising photography.

For all these reasons, creative vision is one of the characteristics most valued by brands when hiring a professional photographer.

Companies are looking for photographers who capture technically correct images. But also who have a unique artistic perspective, and the ability to tell a visual story that aligns with the brand’s identity.

A professional photographer must know how to bring a new vision to the client’s ideas, adding value to the brand’s visual narrative. This will make them stand out in the market.

Ability to adapt to the needs of the brand

Every brand has its own visual identity, and as professional photographers we must be able to adapt to the specific needs of each client.

Whether it’s capturing the elegance of a fashion campaign or the dynamism of a sports campaign, flexibility and versatility are essential.

Brands value photographers who can work in a variety of settings and photographic genres. The ability to adapt the approach for different media platforms, from social media ads to print catalogues to TV commercials, is crucial to meet the ever-changing demands of the market. In addition, this adaptability also includes the ability to work under pressure, adjusting to the client’s time, budget and resource requirements.

The importance of understanding and adapting the type of photography to the sector to which the company belongs.

Understanding and adapting the type of photography to the specific sector of each company is essential to capture the essence of your services. And of course, to connect with your audience.

Here are some examples based on the sectors we work with at Barcelona Photographer. In sectors such as pharmaceuticals, photography must transmit confidence, precision and professionalism, highlighting products and laboratories in controlled environments. In the aesthetic and medical field, images require a focus on detail, beauty and cleanliness, communicating safety and visible results to inspire peace of mind in clients.

Industrial photography, on the other hand, must highlight the scale and precision of processes and machinery, while corporate photography seeks to capture a company’s identity and values to generate a coherent brand image.

Adapting style, lighting and approach to each sector enriches a company’s visual communication, and enhances its credibility and attractiveness in the marketplace.

Technical mastery of photography

Without technical proficiency, no professional photography project can be created. Therefore, this is another non-negotiable quality that brands look for when hiring professional photographers to assist them in their projects.

Brands need to ensure that the photographer has a thorough understanding of composition, lighting, framing and post-production. This includes the ability to work with a range of equipment, from professional cameras to drones to specialised lighting equipment.

A technically proficient photographer also knows how to solve technical problems on the fly. This is especially crucial for projects with tight deadlines. For example, a photographer working on location must be able to adjust camera settings for changing light conditions, or modify the lighting on a studio set to achieve the desired effect. And all with lightning speed.

Likewise, editing and post-production are essential skills. Although the ideal is to get the shot as perfect as possible, there is always something to edit. Therefore, a good photographer must be able to retouch images, adjust colours and make other necessary corrections.

All this in order to ensure that the final images are in line with the client’s expectations. And if they exceed them, so much the better.

Understanding branding and target audiences

Brand photographers, like Katherin Wermke and her team of photographers working internationally, have a solid understanding of branding and target audiences. This means that we not only know how to take attractive, striking and technically perfect photographs, but also how to ensure that the images reflect the brand’s identity and values consistently.

By understanding a company’s marketing strategies, we adjust our approach so that the images resonate with the brand’s specific audience. For example, a luxury brand may require refined, minimalist images, while a youth brand may opt for a more dynamic, bold style.

A photographer who understands branding 100% will know how to represent products or services in a way that strengthens the brand image and appeals to the right audience, thus increasing the success of advertising campaigns.

Efficient communication and collaboration

Throughout our career as professional photographers in Barcelona, and all over the world, we have realised that another of the key qualities that brands look for in a professional photographer is the ability to communicate. And to collaborate actively.

Commercial photography work involves different teams, from creative directors to designers, stylists and publicists, so it is essential that the photographer can work as a team and communicate their ideas clearly.

Efficient collaboration involves not only the ability to listen to the client’s needs, but also to provide constructive suggestions that will improve the project. Therefore, a professional photographer must be flexible and open to feedback, in order to adjust the shoot according to the client’s expectations and demands, always aiming for an optimal result.

In addition, proactivity is key. Brands value photographers who offer creative solutions to unforeseen problems, such as location changes or last-minute production modifications.

Meeting deadlines and professionalism

Here comes another important point for brands. Undoubtedly, meeting the deadlines that have been set at the beginning is decisive in advertising photography; and in any photography project, of course. But especially in advertising because projects follow very tight schedules. Imagine that a product launch campaign is launched in December, and in November the photographs are still not delivered to the client, there is a risk of not arriving on time! Therefore, it is necessary to establish deadlines for the delivery of the material, which are loose in order to solve setbacks if they arise, and to comply with them strictly.

And demonstrate quality and professionalism at all times. From punctuality in the photographic sessions, to the correct management and processing of contracts and confidentiality agreements.

At Barcelona Photographer, working relationships with our clients are fluid and productive. We connect with their needs from the first moment to the last.

Innovation and visual trends

This is complemented by innovation and visual trends.

Brands are looking for photographers who are aware of visual trends and who are able to incorporate innovation into their projects.

In the world of digital marketing, where trends change from one moment to the next, professional photographers need to be aware of the latest techniques, styles and tools that can add value to brand campaigns.

This includes the use of new technologies, such as drone photography, 360-degree photography or the use of augmented reality. In addition, keeping abreast of the latest aesthetic trends helps to make images relevant and appealing to contemporary consumers.

What do we achieve by staying at the forefront of the industry? We help brands showcase themselves to their target audience in the most innovative and impactful way. And we bring creativity to make a difference in today’s saturated visual scene.

Are you looking for a professional photographer in Barcelona to photograph your products and advertising campaigns, or are you a professional photographer looking for further training? In both cases, at Barcelona Photographer we put our experience at your disposal. Contact our team and tell us how we can help you.