A Small Business Owner’s Guide to Branding Photography Pricing
If you’ve fruitlessly invested in paid ads, are drowning in platform subscriptions, or generally have a spending hangover with regard to your business, you maybe looking for an article to talk you down from investing professional branding photography. Sorry, this isn’t that article. Branding photography makes a huge impact in building client relationships from scratch and strengthening them if you already have original photography.
In this post, I'll break down the complexities of branding photography pricing by breaking down common industry pricing models. I will guide you on which options may be right for you.
Potential clients are craving cnection. Authentic pictures of you and what do bridges the gap and builds credibility.
What is branding photography?
Branding photography creates a visual identity that connects you to your ideal client by showing them what to expect when they work with you. It infuses positive emotion into your products and services.
Personal branding photography captures authentic portraits of people. Through a collaborative process, a branding photographer works to visually communicate the essence of your brand—its personality, target audience, and core messages. Through questionnaires and planning calls with you, a photographer crafts your brand’s image for maximum impact.
A final branding gallery can include:
Product shots
Headshots
Team Photos
Individual and group lifestyle portraits
Custom stock images
Your location for the web and social media
Investing in branding photography can be a powerful differentiator, setting you apart from your competitors, i.e. Brand Recognition.
Every day, we interact with businesses with varying levels of brand design, from zero to apex capitalist. While it is possible to go without a unique logo or even cookie cutter, or prefab website, you
Photography and video are two of the fastest and most effective ways to connect with your target audience, transforming them into loyal followers and customers. Original photography and graphics deliver 40% more success than stock photos, resonating better with audiences. Source.
Think about the last time you were excited to buy something from a store or a business. Did they build a relationship with you for a long time before you even thought about buying the product? My partner and I love going to REI, for example. I have known about them for years, and every trip there brings inspiration to get outdoors and go on adventures. Branding is essential to outdoor suppliers because you have to have a lot of trust to choose their gear to keep you alive in a forest! Well, it is also essential for everyday businesses like yours and mine. If you are going to spend your hard-earned money at a business, you want to know they take themselves seriously. Photography that clearly is professional grade makes that point specifically.
Consistent visual identity, a cohesive brand voice, and a compelling story to tell make a world of difference.
Who is at the top of your feed regularly? Influencers, celebrities, business owners - the ones who we are most captivated by often have put in the work of thoughtfulness around their brand’s visual identity.
Planning and Budgeting for Branding Photography
Businesses spend about 8.7% of their revenue on marketing. Source.
It is important to budget for the relatively big expenses. I have found that the ‘Profit First’ method works very well (article coming in the future on that topic). Here are some factors to consider to determine if you are getting a good deal on photography:
The photographer’s experience - this plays a big part in how much they charge because it can make a big difference. The more years in the field the more likely that photographer can anticipate challenges in both the ideation and execution of your photoshoot.
Location - The location of your photoshoot can significantly influence the pricing. Your photographer will work with you to determine whether an on-location or in-studio setting best suits your needs. If the shoot involves renting a venue or studio, traveling to different locations, or capturing images at multiple sites, additional fees may be incurred to cover these expenses.
Scope - The complexity and scope of your branding photography project play a significant role in determining the pricing. Key factors that can affect the cost include the number of images needed, the length of the shoot, and the extent of post-production work required. These elements can vary widely depending on your specific needs, impacting the overall price of the project.
Copyright / Usage Fees- It's essential to consider how you intend to use the photographs because photographers (creators of the artwork) own the copyright of 99% of private images they take. Think, all the family photos you have ever seen. If you need exclusive rights or plan to use the images for commercial purposes, additional licensing fees may be necessary. Clarifying the usage rights at the outset will help prevent unexpected costs and ensure that you have the necessary permissions for your intended use.
Some photographers provide extra services like styling, art direction, content creation, or location scouting. While these services can enhance the quality and impact of your project, they may also increase the total cost. It's important to weigh the added value against the additional expense to ensure it aligns with your budget and goals.
Branding Photography Pricing Models
There are about as many aproaches to running a photography business as there are photographers. As you research you will find different pricing models with regard to your company size, phase of business growth, and budget. Here are some common structures to become familiar with as you look for the right branding photographer.
Hourly - Dip your toes in.
A great option for budget-conscious businesses that value personalized photography is to pay an hourly rate for a set number of edited images. This gives you maximum control over your time and investment.
Event photography is a great example of when I typically use this pricing structure. I charge an hourly rate for events, which covers both my time and editing. Clients often find that these event photos work perfectly alongside their more curated branding sessions.
Packages - Establish a new face for your brand.
Like many other photographers, I offer pre-defined packages that bundle specific services and deliverables. Whether it is a one-off session or a premium package where we meet every quarter in a year, packages give you structure and clarity about what you are getting because they include planning, a set number of images, post-production work, and usage rights.
Usage Fees
For certain projects, especially those involving commercial use or exclusive rights, licensing fees are the standard way of charging for photography. Imagine a company like Coca-Cola uses a photograph for a national campaign, but they only paid their photographer for their time and service. That pricing does not reflect that the artwork (photography) is their copyright. There would be no ‘capitalist’ incentive to create work on that caliber or to create it for commercial purposes. Licensing fees can vary based on how the images will be used and for how long the rights are needed.
It is important to discuss these fees with your photographer/creative team and then put them into writing. Don’t ever hesitate to ask for edits to a contract.
