How to transmit your story brand with your Personal Brand Photography
Laura Moreno Calvo, Barcelona based documentary filmmaker, by Julia Malinowska Brand Photographer
“People don’t buy products, but rather the stories that these products represent. Nor do they buy brands, but rather the myths and archetypes that these brands symbolise”
“Storytelling: The story making machine and formatting minds” Christian Salmon
We all love stories. They connect us, evoke emotions, help us understand the world. Since the day we were born we are surrounded by them. Some of us mastered the science of storytelling and they achieve the state of pure connection, their stories become desirable and unforgettable. We are all familiar with brands like Apple, Nike or Dove. These brands are the greatest examples of the art of storytelling.
Why do they succeed, what does make their stories last forever?
As always it’s the creativity, but not only. To achieve this state of pure connection and desire we have to use the same language and techniques, we need to be understood.
The core of storytelling is a fundamental and profound conflict. Mostly among subjective expectations and ruthless reality. This is the fuel of the story, we, storytellers, have to dramatise it, keep the tension by spinning between victory and failure to keep the narrative flow.
Besides you have to keep in mind these key elements: character that would resonate with your audience (your dreamt client should refer to your character, understand it and feel united with him) and finally the resolution that wrap up your story and leave a moral framed in context with a clear call-to-action.
How does it help to build a story brand?
If you missed my article about How to build a successful personal brand start from there. It will help you shape your brand statement.
Knowing and using these main elements while building your brand’s journey you attract your audience on an emotional level. It’s not only about the product or service, it’s about why they need it. You create an interesting plot, without using too many dry facts.
You make your brand desirable and unforgettable by connecting it with emotions, conflicts and characters.
As always knowing your audience, their fears and frustrations is the key. This will help you find out the conflict and your mission. You need to know with whom you want to connect and who will respond to your call to action.
The trick is in treating your target audience as a brand hero in the making and you are their mentor. Your brand empowers and inspires your audience, subtly you pass a force, a magic which is your product or skills and that puts your brand hero in motion, empowering them to act. You give them tools, strategy and show other realities, a better world. Don’t forget that marketing call-to-actions are not only to fulfil themselves, but to heal, change and empower the world.
These questions will help you create a narrative for your brand:
What does my product or service solve?
How do I help my audience?
What is my brands gift that makes my brand special and makes my brands hero pursue their higher level values through a relationship with my brand?
What does my audience want in order to restore balance in their life? Is it something I can help with?
What is keeping my main character from achieving it? (lack of time, doubt, fear, confusion?) What is our contribution to the world, culture and people surrounding us?
What are my brands values?
How to transmit your story brand with your Personal Brand Photography?
When you find your story go further and search for visual representation. It’s good to use accepted cultural symbols that will create a visual narrative. In this case you’ll have more variety of personalised and engaging branding photos for your website and social media.
Finding appropriate props for your session which help visualise your story is essential. Search for places that add value and meaning to your photos. All the colours and textures sum up and create a visual story.
Think in unconventional way, but always keep it simple enough for your audience to understand the symbols. Don’t focus only on you on your portraits and headshots - think about photos that will complement your story: objects, places, details.
Personally I love using mirrors, reflections and flowers during my creative photoshoots. Mirror symbolise sight, vision, reflections, self-knowledge, contemplation, self-control, truth, self-realization. Each flower has it’s meaning, colours reflect emotions and are perfect for building a visual narrative.
Remember that your personal brand photography, web design and brand identity need to correspond and complement each other. All together they invite your audience to a new journey.
If you are interested in creating stunning content in Barcelona I would be delighted to hear from you. Just shoot me an email at: julia@juliamalinowska.com
Or find me on Instagram: @jul.malinowska.