So who doesn’t love having their picture taken?
Getting your “official” portrait taken usually starts when you’re one day old, courtesy of the hospital photographer. This is followed by, perhaps, thirteen years of annual school pictures. Some grade schools now have “picture day” three times per year. If you played sports when you were young, then you have many more official pictures. Add graduation and prom pictures, driver’s licence photos, passport pictures, and maybe even a few police mug shots :-) , and you’ve had a lot of official portraits probably all with fake, forced smiles.
When I worked at a daily newspaper in Toronto, there were occasions (but thankfully few) when I had to get a “last photo” (aka. a “pickup”) from the family of someone who had just died as a result of crime or mishap. It was always amazing yet sad when a person’s last photo was either a school picture taken a decade or more earlier, or a driver’s licence.
While some folks make it a point to get pictures done regularly, others would sooner go to a dentist for a root canal. Funny how many photographers are in the latter group.
Now to the real point of this post.
Many professional photographers shoot business portraits. “Executive portrait” not only sounds more prestigious but it also sounds more expensive, doesn’t it?
Having business photos done is often perceived by company employees to be the adult version of school picture day. But business portraits do serve a real and valuable purpose.
The cliché, but still accurate, phrase is: image is everything. The easiest way to boost business is to look and act professional. Connecting with the customer is more important than just having a good product or service.
Shouldn’t a well-run and professional business be represented by well-produced, professional photography? If a company couldn’t be bothered to present their own employees in a good light then how will that company treat its customers?
Business portraits have many uses:
- Media handouts. If the media isn’t requesting pictures of your executives, then get a new public relations agency! The media will more likely use a professionally-produced portrait, and use it bigger, than a snapshot.
Every press release a company issues should be accompanied by photography, without exception. While a headshot isn’t always the best choice, it is the minimum requirement for a press release. A picture increases the chance an article will be read by 300%. Now you know why all newspapers use so many little headshots.
- Trade publications, conference programs, presentations, annual reports and articles submitted for publication, all require quality portraits. A professionally-produced portrait adds value to your published work.
- Web site. This should be a no-brainer. Businesses should put a face to their online presence. Humanize the company, especially the customer service department. Clients want to know with whom they are dealing, especially in these online, click here, automated, push-3-to-leave-a-message, times. Customers buy from people, not from offices and not from corporations.
Earlier this year, I received a request from a company to do portraits of their key people, for use on their web site. The communications director said he was embarrassed that none of the people shown on their web site actually worked at the company because their site used store-bought stock pictures!
Why do some businesses present themselves to the public by using pictures of fake employees, pretend executives, and even imaginary offices?
Things to know before your business portrait:
- Avoid wearing white, bold colours or anything with strong (or just plain weird) patterns. A white shirt under a dark jacket is fine. The only point of interest in a business portrait should be the person’s face and not the purple stripes on a shirt or bright pink flowers on a blouse.
- Shorts sleeves are always a fashion faux-pas :-) . You may have arms like an champion athlete, but the picture will be out-of-season for at least half of the year. Plus, it’s important to keep the focus on the face and not the arms.
- No low-cut tops, strapless tops, t-shirts or collarless shirts. No turtlenecks, hats or flamboyant jewelry, either. Also, it should be obvious but, no Christmas sweaters with elves and reindeer. But, if your business makes nothing but low-cut, strapless Christmas sweaters with matching hat, then we can do portraits with those. However, it’s very important to also do a portrait with standard business attire.
I once photographed a company president who insisted on wearing his sunglasses. Yes, they paid me again to come back later and reshoot the picture after the executive realized how silly he looked.
- What works best for almost all possible uses, and is timeless in appearance, is a long-sleeved shirt or blouse in a mid to darker tone of a solid colour. Very subtle patterns are acceptable. A light-tone shirt is fine under a jacket. A jacket and tie may or may not be necessary, depending on your business. It never hurts to have available a change of tops, jackets and ties.
- A plain, neutral background should be the first choice. If employees are each photographed on different dates or locations by different photographers, a plain, neutral background is easy to match by any photographer. This will give all the portraits a consistent look. This background will never go out of style, will convert perfectly for black-and-white use, will blend with any colour of web or printed page, and can be easier to drop out, if required.
- A smile is absolutely necessary. It really is. Not a huge toothy grin, but an expression that shows you’re approachable, friendly and positive. Even the worst, over-spending, caught-with-his-pants-down politician smiles on their re-election signs because they know it will help them win public opinion. The secret is smiling with your eyes.
- A quick word about retouching pictures: Yes it can be done, but it should be done with restraint. If you just came back from vacation and have a sunburnt face, wait a few weeks. Transforming your thinning grey hair into a full head of black hair may not be the best strategy. A good portrait should show you in your best light, not in your best dream.
It’s in the photographer’s own best interest that you look your best and that you like your finished picture. Your business portrait will not only create and emphasize a positive, professional image but it will also pay for itself by winning your customers’ trust and respect.
Tags: marketing, portraits, public relations
