By Margaret Hedderman
For founders, every decision can feel like a make-it-or-break-it moment. There’s never enough time, money, or brainpower to tick everything off your list. And, as such, seemingly trivial tasks are moved to the parking lot… where they devolve into rusty old clunkers. (Honestly, when does anything ever escape the proverbial parking lot?)
Well, here’s one project that should be rescued immediately: the team photo. This underutilized marketing asset can profoundly impact startups and small businesses. It’s time to view team photos as more than an after thought, and rather a strategic tool with the potential to fortify your company’s identity, bolster brand credibility, and foster stronger connections with customers and investors alike.
Ok, so. Let’s dig into why team photos deserve a prominent place in the toolkit of every founder and small business owner.
A Picture Is Worth…
Yuck, that’s such a cliché. But there’s a good reason for it. Our brains process visuals 60,000 times faster than text. Not only do our eyes immediately gravitate toward images, but we also make instantaneous value judgements based upon what we see. It should go without saying (but I’m going to anyway), good imagery is essential to developing your brand.
👉Note I didn’t say “good photography.” Sometimes a company doesn’t produce a physical product or have a flashy storefront to capture. Think a SaaS startup or a consulting firm based in a home office. These types of businesses can create brand identity through graphics, illustrations, or other forms of imagery.
Of course, assuming that there are still humans working at your business, you should seize this opportunity to show them off. A well-crafted team photo communicates not only the faces behind your venture but also the personalities and the commitment that drive it forward. It creates a visual first impression, fostering a deeper connection between your brand and your audience.
“Team photography is key to building our connection to your customers, consumers, clients and partners as they get a visual of the type of team your company has,” says Kristine Carey, the mastermind behind Brand Guide. “Is your team polished and professional or casual and approachable, outdoorsy or urban?”
How Team Photos Build Trust and Credibility
Showcasing your team through a photo is more than a mere display of faces; it’s an opportunity to convey your company’s culture and personality. These images offer a window into the heart of your business, allowing customers and potential partners to connect with your team on a more personal level. When people see the individuals behind the enterprise, it humanizes your brand, making it more relatable and trustworthy.
“Is your team polished and professional or casual and approachable, outdoorsy or urban? Location and backdrop of the photo is important as you can bring in creative ideas, location of offices, colors and personality of the company.” Carey said. “These intricacies can bring a feeling of trust and understanding about your team.”
Many startups in Rural Colorado incorporate location into their brand story. For some, launching a business in a small town is a choice based upon personal values and lifestyle. Team photos are an excellent medium to reflect your business’s involvement and role in the local community. They can capture the essence of your team’s spirit, be it through a backdrop of a well-known landscape or an activity that resonates with community values.
This not only strengthens your local presence but also builds a sense of community engagement, enhancing your business’s image as an integral part of the local ecosystem.
"Photos create an immediate emotional connection with your customer."
👉 Team photos will also make your company story more shareable.
According to me in another blog post, “Newspaper editors, bloggers, and social media managers crave compelling visual content. So, give it to them and improve the chances of someone sharing your story.”
So, what makes a good team photo? I asked one of our favorite photographers, Allison Ragsdale, who provided complimentary headshots at West Slope Startup Week last year.
“A fantastic team photo captures the individuality of each team member while reflecting the unity and shared purpose of the group,” Ragsdale said. “The connection to the audience is created through genuine expressions, body language, and a positive atmosphere in the image, making viewers feel like they’re a part of the team’s journey.”
Take a look at these two team photos. Note how each conveys a different brand story and personality. Each speaks to the company’s unique brand AND their target customer.
💁♀️ Tip: Many early-stage startups and businesses don’t have the budget for a professional photographer. Don’t use that as an excuse for not taking a team photo! A camera phone isn’t perfect, but it’s good enough. Here’s are a few tips on “hacking” a professional photo.
Visual content reigns supreme and team photos offer an authentic and effective way to engage with your customers. They can be shared across various platforms, from social media to your website, broadening your reach and deepening your connection with your audience. Ultimately, investing in team photos is not just about creating a positive image. It’s about demonstrating that you’re more than a faceless enterprise; you’re a collective of genuine humans that your customers want to do business with.
