A Brand is a Story – so you’d better write it yourself!

Creative profile shoot for Social Divas

As a photographer working with businesses, I observe lots of elements every day that tell a story about people and their work. These observations as well as my own experiences running a business have taught me that stories need to be considered and moulded, or like our imaginations, will run wild and not always in the direction we want! Directing stories through words, pictures and actions is really what forms the basis of branding.
Here are a few points I’ve picked up along the way.

Kids love stories. So do adults who are just big kids at heart. Story-telling is a powerful marketing tool but it is also essential because our lives are made up of stories and stories are how we connect with others. A story can be defined as:

an account of past events in someone’s life or in the development of something

or

the commercial prospects or circumstances of a particular company

(Oxford Dictionary http://oxforddictionaries.com/definition/english/story)

When we are telling the story of a business we are developing story as in the first definition to enhance and grow the story as in the second. There are many ways we tell stories to others.

So what stories do we need to consider and actively develop to grow a business?

The ‘Me’ Story

This is the story of your personal brand. You may think this has nothing to do with your business but business is about people interacting, and this starts with who you are.

It seems as if this should evolve naturally as you share parts of who you are when working with staff, clients and prospects… but in fact it should be given careful consideration so that all your actions come from your purpose and goals. In telling your personal story, consider:

• Work history, skills and interests shared on Linked In
• Work samples, Mission Statement, testimonials shared on your website
• ‘About me’ web page or document; bio given to media
• Anything written by you or about you and published
• Photographs of you on your website, on Facebook, published in the media or elsewhere. Consider profile photos and photos at events and with others
• Your values and how/where they are portrayed and upheld e.g. with your team, with customers
• Your personal appearance, language you use, what you talk about, your attitude and behaviour in all interactions

The Team Story

The team story has a lot to do with the organisation’s culture: how team members interact together every day, and how they interact with their customers. This should be carefully considered, as everyone knows that a business’ most valuable asset is its people. Look at:

• The company’s Vision, Mission and Values: are they displayed, known and acted on every day, by everyone working there?
• How much team members are involved in decisions about how they will interact and the work they do
• Each team member’s personal appearance, language, content of conversation and behaviour where they are representing the company (don’t forget on social media too!)
• Photographs and text published anywhere, displaying individual or groups of team members
• A tricky one: gauging how happy people are in their work and within their team! Seek opportunities for honest feedback, sharing and brainstorming

The Product Story

Showing your products in the best light is an important part of your marketing story. Do not underestimate the visual sophistication of your audience!

Where your products are presented on display, online or in print, check for:

• products in top condition: as new, complete
• presentation/layout of products: professional and pleasing to the eye, creative or minimalistic/simple as suits your brand
• text is clear, suits your brand and uses the language of your target audience… and no errors!
• professional design of online/printed material
• professional photography: no unwanted shadow, blurry lines or pixels, well-framed, well-lit and with true colour
• models whose look suit your brand and look professional
• consistency across photographs, in pose, framing, lighting and background

The Service Story

Likewise, any materials or environments portraying your services and/or your level of customer service need consideration:

• documented systems and procedures in place for great customer service, and team trained in these
• clarity in breakdown and explanation of services and options your business provides: consider text and photography on your website, brochure or presentation
• again, professional design and photographs. With photography of services, you should aim for something that looks professional and is relevant to your business – if you can use your own people and customers so much the better! A photographer can also help you set up mock service scenes using models or extras to give you personalised ‘stock images’

The Fashion Story

This is a variation on the ‘product’ and ‘service’ stories for people in fashion/beauty retail or design, or in styling – for example, businesses working with clothing, shoes, jewellery, accessories, make-up, hair styling. A fashion story is the mood, emotion or dream-world you are creating and it’s THIS that sells fashion products. How do you create your fashion story?

• through fashion photography – not the same as catalogue photos. This is usually done on location and involves several models and garments in choreographed scenes that form the pages of your story. Through professional planning, direction and lighting, this fashion story can be your most effective sales and branding tool
• through key words and phrases to go with your photographs, evoking the same emotion and mood to direct your customer’s perceptions of your brand. If you’re stuck, check out any fashion magazine – go to the fashion spread (usually several pages for a story) and look at the words to go with the photographs
• Where do you show your fashion story? Across all your marketing: your website, newsletter, blog, Facebook page, brochures, posters in store… It should form the ‘look’ of your website especially on the home page where it grabs attention and sets a scene

Hopefully these tips have been helpful in thinking about the story your business tells. If it seems overwhelming, remember there are professional services out there to help you tackle the many layers of the branding process: marketing and social media people, graphic designers, photographers, personal stylists and more… many of us have built a network of such people and are only too happy to point you in the right direction or answer some questions.

I look forward to reading your story…

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How to enjoy the (retail) racing season

Making your garments, jewellery or accessories stand out

It’s fashion and racing season and with the weather warming up ladies all over Perth are putting away their Winter wardrobes and optimistically opening purses to spend on summer dresses and sandals. But amid steep online competition and a still struggling economic climate, how do you compete? Here are some tips to draw attention to your pieces in a sea of frothy dresses this Spring.

1. Check your customer service. Whether your shop is online or on the street, customer service should be your first consideration –  because not only does it either support or undermine all your marketing efforts, but it is the number one way you can compete. Australia is not known for its terrific customer service so if you can stand out in this area you will get people talking and coming back to your store. Ways you can improve your customer service now:

-       read articles or books on ideas for great customer service. For a quick and easy to read book that outlines systems you can put in place to set up great service, check out Exceptional Customer Service by Ford, McNair & Perry (www.adamsmedia.com)

-       get a retail audit or tune up. The Templar Group http://www.thetemplargroup.com.au/ based in Melbourne offers these and other services

-       have a brainstorming meeting with your staff to identify problem areas and possible solutions. Finish by allocating roles to each staff member so that each is accountable

2. Make it an experience. Why do women still go to physical stores? Because it’s a fun and pleasant experience. Your challenge is to charm them enough with your experience that they want to buy from you then and there. To do this, you have to be creative, and with creativity two heads are often better than one, so ask for help from those around you or search online.

3. Understand selling. Most of us balk at the word but that’s what we all do. Debra Templar, a successful speaker and coach in the areas of sales and retail, outlines 5 simple points to remember to help your sales, and none of them are scary or distasteful. The first is simply, ‘Know your products inside and out’. http://www.shoptorque.com/2012/05/if-i-knew-then.html

4. Check your catalogue. If you have an online or printed catalogue, shop or gallery, look at it again with a critical eye. If it doesn’t compare with your favourite high-end fashion retailer, you have work to do, because perception is everything in this industry. Check for things like:

-       natural expressions and poses on the models

-       clothes actually on models or mannequins and NOT laid out on a table to be photographed

-       clothes in top condition e.g. perfectly pressed, colours bright and true to the garment

-       professional photography, so no unwanted shadow, blurry lines or pixels, well-framed, well-lit and with true colour

-       models whose look suit your brand

-       consistency across photographs, in pose, framing, lighting and background

5. Check your fashion story. You do have one, don’t you? A fashion story is the mood, emotion, look or feel of your brand. It’s the dream-world you are creating and it’s THIS that sells fashion products. How do you create your fashion story?

-       through fashion photography – not the same as catalogue shots (above). This is usually done on location and involves several models and garments in choreographed scenes that form the pages of your story. Through professional planning, direction and lighting, this fashion story can be your most effective sales and branding tool

-       through key words and phrases to go with your photographs, evoking the same emotion and mood to direct your customer’s perceptions of your brand. If you’re stuck, check out any fashion magazine – go to the fashion spread (usually several pages for a story) and look at the words to go with the photographs. There’s always a story title too

-       Where do you show your fashion story? Across all your marketing: your website, newsletter, blog, Facebook page, brochures, posters in store… It should form the ‘look’ of your website especially on the home page where it grabs attention and sets a scene

6. Go outside. There are plenty of opportunities outside of your website or physical store to connect with fashion and racing season. Link in with the myriad of events happening all over Perth – not just directly with Perth Fashion Festival and Melbourne Cup but with the supporting events around it – in shopping centres and in the city centre, at women’s business networking events or social events, and with other businesses holding their own events. Complementary businesses such as personal shoppers and stylists, make-up artists and hairdressers may be the perfect places to work with cross-promotions or mini-events to promote your range. If you want to put together a catwalk show, seek advice from a stylist, photographer or model agency so that you have the basics of a professional presentation in place (things like lighting, seating, music and commentary make a big difference).

Retailers are busy people but there is a lot of support out there to help you be creative, professional and ahead of the game, if you are willing to ask. Wishing you a champagne-popping fashion and racing season!

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Not just a photo shoot… the way we work at New Work

We see our role as coordinating the entire shoot and taking you through step-by-step, not just showing up to take the photos! This is how we work at New Work.

Before the photo shoot

Chateau store shoot by New Work Photography

After an initial creative consultation, work begins behind the scenes to prepare your photo shoot. We develop a creative concept for the shoot that matches your personality or brand – whether it is for a personal shoot, an emerging label, a fresh look for your business or a website revamp. We then source a location, models, a stylist, hair and makeup artists, clothing, costumes and props as needed. We also might do research into target markets and competitors.

Depending on the nature of your shoot, you may receive a tip sheet on what to wear, or for more involved shoots, you will be sent a brief and schedule. We value your input and ideas both in the lead up to your shoot and on the day, to ensure you get the most out of your photo shoot.

During your photo shoot

Caldi Design shoot by New Work Photography

We are experienced in choreographing photo shoots and give clients and models lots of direction, so you won’t be left wondering what to do! We expect a level of nerves and our priority is to help you relax and enjoy the experience. We pride ourselves on superior customer service and attention to detail… you’ve heard it before but we work really hard to make it happen. That means we make sure we cover all aspects of photography you have asked for, producing professional, creative work that is in line with the original brief.

After your shoot

After your photo shoot, photos are edited and enhanced where appropriate. A CD of images in both high resolution (suitable for printing) and low resolution (for online use) is sent to you. We always endeavour to get the work to you as quickly as possible.

We care about our clients and like to see where our photos end up! We try to help after the shoot, by suggesting the best images for your website, creating special effects with your images or providing art-quality printing services for your favourite shots.

Backstage at the New Work Fashion & Photo Night

New Work Photography is proud to have a clientele of repeat customers and referrals. We value building ongoing relationships with our clients and seek to add continuing value through VIP offers and gifts. We welcome suggestions of how we can reward our ‘regulars’!

What you see is what you get

In business, we live in a visual world (like it or not)

How much do you value the visual elements of your business or brand? Now, think about how much you judge other businesses by their ‘cover’.

The fast-paced world we now live in is highly competitive and highly visual. If you’re like most people, you will pay attention to your first, ‘visual’ impressions, fair or unfair. This might be the way a person dresses, their hairstyle, their body language and eye contact… or their website, office space, display books or marketing material.

I recently was shown a product designed as a gift people can buy, to raise money for a very worthy cause. My immediate impression was that the design let it down – it was dated, boring and a little daggy. I’m not suggesting people don’t buy fundraising products just for the value their money will bring to a charity, but I am saying that many, many more products might be sold if more attention was given to their visual appeal.

Looking ‘right’ in business becomes very important when it comes to using photographs of people or products. If the website or brochure design is fantastic but the photos clearly have come from an everyday camera or an unpractised hand, the value is immediately brought down. As mentioned in a previous article, Lighting is Everything, well… I’ve just said it. A professional with specialised equipment makes the shot work.

Designers and boutiques particularly need to pay close attention to the type of photographs they use. There are many examples of catwalk shots pinched from other websites and used by small businesses, or shots of wrinkled clothing snapped with a regular camera by someone who works there. The designers who make it to fashion festivals use professional models and fashion photographers to showcase their beautiful creations.

How much dollar value do you place on your look? How much more value could it be bringing in dollars, back to you?

Marketing experts, website designers and programmers, artists and photographers alike, are always trying to show people the importance of investing in a professional job. Some businesses get it, and it shows.

It’s not always easy to find the time and money to do it right, and I am personally doing it step by step. But having an awareness of how to do things right is a good start.

There are plenty of examples on our website of our work for our business and fashion clients… but you can always contact us to see more examples of the difference a professional photo makes.

Behind the scenes at a fashion shoot

As New Work Photography specialises in fashion shoots for local and emerging  designers and stylists, we are often involved in a lot more than just taking the photos –  often we design the concept, source all the required elements, coordinate the day and  assist with the use of images in the final website, lookbook or brochure, too! Here are  some of those behind-the-scenes elements from several of our recent shoots.

After consulting with the client to pinpoint what they’re after, we develop a creative concept for the shoot that matches their brand – whether it is for an emerging label, a fresh look for their business or a website revamp. We then source a location, models, a stylist, and sometimes clothing, costumes and props for the photoshoot.

Here we are shooting in a warehouse sourced to suit the client’s minimalist, modern brand.

This shot for Jazally Beach was taken at a bar in Fremantle.

Before shooting begins, clothing and accessories are chosen in sets for each look and set aside. The models change into their first look and have their hair and makeup done, which can take an hour or more!

Here the stylist is sorting through clothing for various looks for the Image by Jennifer shoot.

These models are being prepared for the Caldi Design shoot.

There’s a lot of waiting around during prep time!

Backstage at the New Work Fashion & Photo Night

Once models are ready they undergo test shoots so the photographer can test the light and set up the framing. This is a good time for the photographer and model to test how they will best work together – for example, for highly choreographed images the models will be given lots of direction; other times they are given a few hints and then asked to improvise! A good model can adapt to both, and a good photographer is able to put the model at ease and communicate his or her expectations clearly. During shooting time, the stylist and makeup/hair artists often step in to do touchups and make adjustments.

Hair and makeup artists step in to ensure models stay photo-ready.

Once the photoshoot is over, images are sorted and edited ready for the client’s use. As most good photographers try to get it right in the camera, post-production work will often just involve a few basic touch ups and image resizing… however, this can still take hours, depending on the volume of work. Sometimes images are stylized to create a particular effect that will suit the final destination of the photographs.

This image was given an ‘electric’ look to modernize the photograph and add interest.

Thanks for taking a look behind the scenes at New Work Photography!

At the NW Fashion & Photo Night

Everyone dressed to impress at the NW Fashion & Photo Night on 10th March 2011, an evening of glamour, creative expression and networking organised by New Work Photography.

Canton Lounge Bar was the perfect setting, with a stylish lounge, exceptional service and food and drinks flowing. The red carpet was rolled out to greet guests and later doubled as the runway for the Caldi Design fashion show.

The show featured classic and new garments from up-and-coming Mt Lawley designer Caldi Design, looking to Australia’s Autumn, with both muted and bold colours in a range of edgy styles. The garments were complemented by jewellery by local designer HM Sass, and suede ankle boots by Betts. Hair and make-up styling was by Changing Faces Makeup, and among the models were those from WA’s own Cantik Models.

Guests also enjoyed an exhibition of art and fashion photographs by New Work Photography’s director Julissa Shrewsbury, with proceeds of sales going to the Global Good Foundation, a local charity empowering women from backgrounds of domestic violence. The guests were also treated to New Work Photography’s signature Style Shoots, a glamorous form of entertainment using photography. To top it off, some lucky guests received beauty prizes from Eve Organics.

Check out some behind the scenes, runway and Style Shoot photos below. If you had your Style photo taken on the night, for a limited time you can view the gallery and choose images to purchase here. You will need the password emailed to you!

Spotlight on Designer: Caldi Design

Pieces from emerging Perth label Caldi Design will feature in a fashion show and photography exhibition at the NW Fashion & Photo Night, Thursday 10th March 2011. Tickets available from New Work Photography.

1. Tell us about yourself.

My background is a bit unusual with my mom being from Morocco and my dad from Germany. In my early childhood we constantly moved between the two countries before settling permanently in Germany. Growing up with these totally different cultures contributed a lot to my view of design and fashion.

2. What inspired the creation of Caldi Design?

This is very simple and said by a lot of designers. I simply don’t find the clothes I like to wear in shops and always crave for something different and unique. Naturally I love designing and sewing and therefore my label was born shortly after I graduated from fashion school.  

3. How would you describe your garments?

I like to think of my garments as objects that are interesting and unique. They carry formal elements like structure, texture, contrast and yet emphasize femininity. Categorising them I find difficult, however they are best described as urban art wear. All my clothes are very wearable with attention to detail and versatility. I never follow trends, but try to develop unique designs that I find interesting to wear. My garments often have unusual details, can be worn in various ways and have strong colours.

Caldi Design shoot by New Work Photography

4. What inspires you when creating a garment?

Often it starts with the fabric itself. When I go out looking for fabrics I often have no particular design in mind. Mostly the fabric ‘tells’ me what to do with it – I don’t just see rolls and rolls of cloth I see tons of ideas and possibilities what to do with it.

A new collection usually starts with an idea, observation, image or anything that might interest me. After the first one or two designs are made, they then lead me to the next piece and so forth.

5. What are your plans for 2011?

To continue to nurture my label by doing what I love doing, developing as a designer and have my range more visible locally. 

Working it at the warehouse

It always seems to be 40 degrees when I’m doing a fashion shoot and the photo session for Caldi Design was no different. We were grateful for a roof over our heads – a fabulous warehouse on loan to us from Pro AV Integration (a cool company that installs audiovisual equipment in bars, shops and more). Outside storm clouds were building from the cyclone out at sea, but we got the shoot done and the equipment and garments packed away before the downpour began.

We made a hot (pun intended) little team as we sweated it out to create a dramatic fashion shoot – the designer and I, plus stylist Cara from Changing Faces Makeup and models Kirsty and Simone from Cantik Models. It’s great to work with other professionals who are passionate about what they do – we bounced ideas off each other and worked in sync. Thank you to these great girls and to our friends from Pro AV Integration!

Caldi Design garments will feature in a fashion show at the NW Fashion & Photo Night - tickets available now on the New Work website. There will also be an exhibition of New Work’s fashion and art photography (including photos from the Caldi Design shoot) at the event, with all proceeds from sales of limited-edition prints going to the Global Good Foundation, which helps women from backgrounds of domestic violence.