“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
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?
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”.
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.
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.
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.
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.
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 firstname.lastname@example.org 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.