Photographer and brand consultant Julissa Shrewsbury gives her top tips on making your business a visual success online
The food and beverage industry is a hot topic. Chefs are celebrities, bars are pop-up, and restaurants are places to be seen. Food businesses are getting highly professional and creative with their digital marketing, because it’s the only way to keep up in this exploding scene.
In order to stand out amongst the crowd, there are some visual must-do’s that are now seen as basic requirements for your online presence.
You need creative, high-impact images of your business that:
- display the atmosphere and mood of your establishment
- show a ‘face’ for the business – the head chef, the owner or the whole team at work
- communicate clearly what core values and ideas your business stands for
You need high-quality, high-resolution images of your food that:
- are well-composed and well-lit
- show your food in accurate detail
- have a strong creative concept in line with your brand message
Here are some examples of how killer photos can make your digital marketing a stand-out success.
1. Successful businesses show how they are different
You will need a creative concept for the visuals representing your business, to set you apart from the competition. This creative idea will be especially important for your photos showing your food, venue and staff.
Is your place huge and impressive? Food and drinks got the wow factor? You need images making the most of the scope, lighting and colour at your venue and in your offerings.
Do you do simple, honest food? Try photographing your food on natural fibres such as wooden boards, bark or even sand, or simple, earthy crockery.
Is your business all about the people who run it? Showcase them with editorial-style, creative profile shots and high-energy images of them at work.
Is it the location that makes you cool? If it’s by the ocean, use the ocean in your shots, but in surprising, creative ways.
2. Successful businesses do themselves justice by showcasing their work professionally
Excellent shots of food and beverage are expected in the ‘foodie’ world we now live in!
A good camera is not enough – you need to know exactly how to use it to get the effect you want. For example, those ‘energy shots’ you love – showing blurred movement such as a waiter rushing by. Do you know how to achieve this technique to give the feel of a busy and vibrant place to visit?
3. Successful businesses spend time building their brand
This means both the personal brand of its key players and the business’ brand overall. Cool people photos are one important way your customers connect with your business online.
Consider a photographic style to match your food, venue or service style and philosophy.
The best way to acquire new customers is through word of mouth, or more likely – as the popular saying goes – word of mouse! Great online content that is remarkable, entertaining and brand-consistent will mean your stuff will be shared by others – and these recommendations will bring new customers to your door.
About the author
Julissa Shrewsbury is founder and director of New Work Photography, a multi-award winning creative agency specialising in commercial photography and visual brand consulting. Julissa regularly writes and speaks on topics such as personal branding and how to use photos for a high-impact online brand. Her articles have been published in various print and online magazines, as well as in her popular newsletter, News in Visual Marketing, and her blog http://www.newworkphotography.com/nw-blog/