collage of corporate images

The business of creating an industry-leading image

“I would never have had the audacity to recommend to every business, especially a small mom-and-pop shop, that they should hire a professional photographer to take pictures of their product for social media content, because of the tremendous overhead it would represent, but secretly that’s exactly what I wish every business would do.” – Tim Ferriss Jab, Jab, Jab, Right Hook

The look of an industry leader

Martello Building Consultancy
Martello Building Consultancy

My clients come from a broad spectrum, but the one thing that they have in common is that they aspire to have an industry leading presence. What are some of the keys to having a presence that says industry leader?

1. Originality

As a commercial photographer, my main competition comes from stock imagery. This, in tandem with a never-ending parade of average or below photographers, has made it difficult for business owners to access high-quality bespoke images. My advantage here is that stock photography is the quintessence of “good enough”.

young man organising large drawings in a creative studio office.
To help my client connect with greater funding streams and a broader audience, I created this image and added some light elements of design to establish a standard and to show the planning and meticulous execution that goes into their projects.

2. Quality

Perception is a reality. It’s why we dress for the job and why we put our best foot forward in situations of consequence. But it’s easy to forget that we are likewise being assessed in terms of our digital identities. It’s why stock images cause us to drown in a sea of “good enough” and why using an average or below photographer will result in a muddled message in terms of your brand. Quality and consistency are key and it’s an underlier for the importance of a strategist or a brand consultant whilst establishing your online presence.

Television studio set featuring scenic pieces, a fake tree, lighting and design
Much of my work comes through the film and television industry, where detail and originality are key.

3. Aesthetics

In this sea of “good enough”, a business has to be seen as outstanding to rise above the fray. No different from an ill-fitting suit, generic content will never truly match a client.

A young man dressed in business casual attire stands in front of a fleet of commercial vans
This director of a large property service company chose to invest in bespoke images to help set their business apart from the competition.

But for times when a client does need a ubiquitous look to help them “blend in”, having a unique way of doing so ensures that they won’t be copied in the process.

intricate detail of classical architecture in a building restoration project
Martello Building Consultancy carries out restoration and refurbishment projects here in Kent and abroad. In this case, I’ve created a bespoke stock image for their use. This image was made to mock the standard professionalism of a traditional stock image, whilst being unique to the company and organic in search results.

4. Content Management

One thing to note is that while it is important to create content which adheres to the above points, it is in many ways pointless without established platforms and systems to make effective use of your content. This means referring your content to an excellent copywriter, connecting with a great web developer, establishing a social media strategy and taking advantage of a credible SEO & PPC authority to promote your platforms and content.

An industry-leading presence is the result of an effective strategy coupled with the cohesion of a dynamic creative team.

5. Team Effort

One of the critical factors in establishing an industry-leading image is the team behind your vision. Over the years, I’ve found that while many groups and agencies are more than capable at executing a great vision, only a select few have seemed to resonate with my understanding of what it takes to be seen as an industry leader.

If you feel like your business has industry-leading potential, get in touch by emailing me at or by phone at +44 77 6666 1253 and my collaborative group will be happy to consult with you on building your own industry-leading image.

Kevan Smith, Kent commercial photographer with Smith Studios Ltd.
Kevan Smith of Smith Studios Ltd.

I’m a commercial photographer, based in Kent and I specialise in creating dynamic, eye-catching images for my clients. My images are created to add value to every message conveyed across the spectrum of digital and offline platforms alike, including websites, brochures, blogs, social media channels, case studies and any other medium as required. My clients range from BAFTA award winners, multi-national building firms, television personalities and heads of state to local businesses, respected artists and ambitious entrepreneurs. I was born and raised in Little Rock, Arkansas (U.S.A.), and after a stint as a lab technician followed by time out to travel, I began a career as a production rigger, working primarily in television and film. This experience allowed me to become accustomed to pressurised working environments and a demanding clientele! In 2011, I began studying at the London Film Academy, which eventually led to me devoting my time and training to becoming a commercial photographer. Whether you have a specific project in mind or you’re looking for a complete brand identity overhaul, I’d love to hear from you. You can email me at or give me a call on +44 77 6666 1253.

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