NICHE FEATURE
Imagery
in marketing planning Brand photography must evolve to engage consumers. Jay Nandha explains how WORDS BY KERRY SMITH
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hotography has formed part of the most primitive business plans since its invention in the 1800s. It’s been a staple component of building brand voice and awareness. But as social media changed our consumer habits, brands’ marketing plans had to develop new ways of keeping us engaged. Headshots and web content have risen in importance. In a fast-paced social media world where we are bombarded constantly with content, businesses have to keep up. Imagery plays a huge part in engaging audiences. Tweets with images, for example, are 150 times more likely to be retweeted than those without (Shareable). Headshot and web content photographer Jay Nandha has been capturing the essence of company brands since 2009. He runs and owns J Nandha Photography & Video and has a team of photographers and videographers who he has trained to reflect his style of work. “A website is often the first impression that consumers receive,” Jay said. “You never get a second chance to make a great first impression. If it’s standoffish
or uninteresting, then that client will never come in. I make sure my pictures and videos are natural and welcoming. “The right impression needs to be made with high quality, professional photos and videos. Video is also more visual proof and it allows you to gain more trust and credibility.” Competition in business has increased as more take to social
THE RIGHT IMPRESSION NEEDS TO BE MADE WITH HIGH QUALITY, PROFESSIONAL PHOTOS
JAY’S TOP TIPS HEADSHOTS
Colours: What colours do you use on your website? Wearing colours to compliment them will support your brand personality and make your company recognisable instantly. Backgrounds: For formal PR, people tend to go for white backgrounds so a simple black background will stand out more in magazines and newspapers.
WEB CONTENT
Details: For close-up shots such as product or office photos, be sure to clean screens, keyboards and desks. This will save you time in Photoshop later. For hand shots, moisturiser is key! Prep: You should be spending more time setting up the scene than taking the photos. Think about lighting, angles and framing.
media to put their message out there, meaning a strong online presence is crucial. Jay’s headshots have evolved with that idea. “A lot of people think a headshot is just a plain background with studio lights. I spend more time with my subject to understand who they are and what they do, because their picture must reflect that. “I worked with a carpenter recently. He was sure he wanted a designer wood background. I took the pictures, but I had another idea. In his natural workspace, we went for more fun shots and used sawdust to create movement. “Web content and headshots should be reviewed once a year. And the prices don’t need to be extortionate. A one-hour shoot could produce 30 images to be used across your platforms. Once you’ve had your use out of them, it’s time for another shoot.” Lately, Jay’s been producing images for clients using social distancing methods. He’s also eager to resume wedding photography and cinematography. To see more of Jay’s work, visit jnandha.com. NICHE | 61