Food brands these days have an ever-growing challenge when it comes to communicating with their audience. On one hand access to a potential market has become more accessible through social media and online advertising. But on the other hand, it's become a minefield out there. It's estimated that a single person can see between 6,000 to 10,000 adverts a day!
So how does consistency help food brands cut through this noise and gain traction within the sector?
Building trust with an audience is at the heart of any good marketing strategy. Content that includes photos has a much more significant impact and lasting impression on the viewer. So it's vital that this opportunity is used well and not missed when building brand awareness. A brand that has a consistent style and communicates this well across all media platforms is reinforcing and stamping its identity onto its audience. Thus making it more memorable, and with that comes trust.
Food brands that are consistent in their communication do this well by having a brand style guide. This document is basically a set of rules that everyone in the organisation follows before communicating with its audience. This document includes details such as what fonts to use, what the brand colours are and how to use them, and examples of photography styles which are on brand and what aren't etc. All this information is vital in helping food brands brief out work to food photographers like me and maintaining control of the work that gets produced.
When I approach my work, I ask myself two key questions. How can I make my clients' content stand out in a crowded market, and how do I keep each photo in the project consistent?
For me, I aim to manage my consistency all the way through the process, so from pre-production through to delivery. Every step has elements that require subtle but essential consideration, such as what props, colour schemes, stylists, lighting, camera or photographic style to use. I spend time familiarising myself with the brand's previous and current work to get a better picture in my head of where they are at, discuss where they want to take the brand and how I can help them with that.
The devil is in the detail; luckily for me, I love details! All these considerations and conversations help me make better decisions when it comes to selecting the right team for the job and who ultimately help me make impactful photos of food time and time again. If you would like to see some more examples of brands that I've worked with and how we approached their content, you can check my Website.
Deluxe Steaks shot for Lidl GB;
Art Director: Ali Davidson;
Photography: Ryan Ball;
Food Stylist: Adam Ziska.