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Project Professionalism for Your Business with Quality Business Portraits
You’re a savvy business person that recognizes the importance of your presence in the business community. You have a website, you are building an online presence and developing an Internet marketing and social media strategy. Very good! However, do you have a picture of yourself to display online? How old is that picture (2, 3, even 5 years old)? What does that picture say about you? Does your portrait convey a professional image that reflects who you are today? As the saying goes, ‘A picture says a 1000 words’. This is so true in a positive and negative way. A good quality portrait can convey confidence, professionalism, someone approachable, and someone your viewers can relate to. However, a low quality, aged portrait can have a reverse affect; you can be viewed as less than professional, not a serious business person, or in a subtle way… not someone they care to do business with. If you are serious about marketing, then you need to invest in a quality business portrait that captures your personality and conveys how you want others to perceive you. A business or executive portrait is a head and shoulders portrait. It is a portrait of an individual and can be a set of individual portraits for the key employees in a business.
- Where do you use a business portrait? Your Website: – About Us page next to your bio – Mission and Vision page where you win over clients with your principles Your Blog(s): – Header of your blog to reinforce who is writing and/or publishing the blog – In the resource block at the bottom of each article where you convince people to click the link that goes to your website’s key landing page. – About Us page where you describe your company / yourself. Your Social Media sites: – Twitter where you pass on key information to your community – Linked-In where you hang your professional hat and talk business – Facebook where you connect with where people are informally hanging out Your Business Cards Your Resume Printed Advertisements, Press Releases, and Public Relations
- Where do you find a quality business portrait? 1) Search the Internet for local photographer listings and review their portfolios – Business portrait photographer – Executive portrait photographer – Headshot photographer
2) Search other local businesses to look at their portraits then ask them who the photographer was.
3) Ask your Chamber of Commerce for recommendations
There are many different types of photographers, you’ll want to find one that specializes in people and specifically business or executive portraits. Review a photographer’s portfolio and ask yourself if their images convey how you’d like to be viewed? Select a couple of photographers and setup a face-to-face meeting.
- How to look professional?
Professional is a broad term and a professional portrait can be created in many different ways depending on how you want your prospective clients to view you. To help you answer the question, look at your competitors’ websites and look through photographer’s online portfolios to see what the possibilities are and which images might best represent you.
- What setting do you want to be photographed in?
- In the studio to employ distinct portrait lighting and background – In your executive office space (desk, bookshelves, window view) – Out ‘on the floor’ of your business – At a client – Within an environment where your product or services are used – An outdoor setting like a park, lake, or beach
- What background and lighting is best? You want a background that complements your clothing colors, separates you from the background and isn’t distracting. It can be a busy background that conveys a certain environment (bookshelf, trees, your business), but the background MUST be sufficiently out-of-focus so the viewer’s eyes naturally flow from it to your face. – Classic look: Subtle solid colors, neutral colors, neutral textured backgrounds – Entrepreneur look: Use your lobby, out-on-floor of your business – Vibrant look: Bright saturated colors, high-key white – Casual look: Outdoors with out-of-focus foliage – Strong authoritative look: Darker background with carefully placed lighting
- What tone do you want to convey? You need consider aspects of your personality that you want to show? – Casual or formal? – Serious or smiling? – Authority figure or approachable? – With your glasses or not?
- How should you dress? Your portrait will represent you and your business, so you need to dress for success. Consider wearing business attire that is appropriate for your client base; clothing that conveys success and engages your customer-base. – Men: a suit jacket, sweater, or dress shirt. – Women: a blouse or a tailored jacket. – Long sleeves are more flattering. – Avoid wearing patterns, they draw the eye from the subject’s face. – Solid mid-tone colors that don’t blend with the background – Avoid wearing bright reds, yellows and oranges, they are a distraction – Avoid wearing white or flesh tone colors (beige, tan, peach, pink), they blend with your face – Avoid clothing that shows wrinkles, it conveys sloppy and unprofessional look. However, you must feel comfortable in your clothing or your images will show a stiff and unnatural look. Get photographed in at least 2 wardrobe changes per setting and at least 2 settings. What might look good during the shoot may look different in the final image (ex. Something out of place or just doesn’t feel right). Having options is always a good thing!
- What about jewelry? Jewelry can complement your wardrobe and emit a professional polished look. Like the colors and patterns of your wardrobe, jewelry should be an ‘accessory’ and not be so bold as to distract from your face. It should only accent your wardrobe and not overpower it. For women, wear shorter necklaces that conform to the neckline of your shirt. Pearl necklaces and earrings offer a classic look.
- What about make-up? Your make-up should reflect how you are seen with your clients. If you don’t normally wear make-up, then keep it light with a basic foundation to even skin tones and reduce shine. Like jewelry, make-up should not be overdone. – The camera tends to emphasize make-up, especially blush. – Avoid glossy or shimmery make-up, it will catch the light and be distracting. – Bring extra powder to the portrait session to avoid facial shine (nose, chin, forehead).
- Should you purchase multiple images? Consider having different wardrobe and different settings for different purposes. It is helpful to have a range of photos to use for your business. – Website – Social media sites – Conference agendas – Printed ads – Press releases Consider rotating out images with a slightly different pose or look over time Purchase several different images from the same photographer to save money, time, and provide consistency that shows an added measure of professionalism.
- What services should the photographer offer? – Good customer service: prompt replies, good communication skills, personable – Suggestions on setting, wardrobe, lighting, make-up, and posing – Professional quality portrait retouching (ex: removing blemishes, reducing under-eye circles, brightening eyes, whitening teeth, reducing wrinkles)
- What product should the photographer offer? – A professionally retouched image that doesn’t look overdone, minimized distractions, and accurately represents you. – A high resolution digital copy for printed media (ex. 300 dpi: 8×10) – A set of web-ready digital images (ex. 72 dpi: 150 pixel, 300 pixel, 550 pixel)
- Who owns the copyright to the image? The photographer retains the image copyright but grants you permission to use your image for business purposes. Some photographers will charge different usage rates based on its purpose and breadth of distribution that image will have (ex. National ad campaign); other photographers will grant full usage rights to the client as a part of the portrait image fee. You need to ask about usage fees up front. Select a photographer where you can arrange for unlimited use; you want the freedom to broadcast your image widely on the Internet and on printed media as you see fit.
- How much should a business portrait cost? That depends on the skill of your photographer and what you are looking for. On the low end, a 1 hour in-studio session might cost $50-$100 just for the sitting or session fee which does not include the images, digital prints, or the rights to use them.
About the Author
Rich Winslow has 30 years of experience in the photography industry and specializes in portrait photography in Asheville and throughout western North Carolina. By mentioning this article, you’ll get a 15% discount on your business portrait session.
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