Let me tell you a quick story my mentor shared with me recently...
A customer had £100 to spend on flowers. She asked around and got recommendations for two local florists. Easy enough, she jumped onto social media to see which one she liked.
Florist number one?
Beautiful flowers. More beautiful flowers. Another bouquet. Another bouquet.
The arrangements were lovely, no doubt about it.
But then she visited florist number two’s page.
And what she saw there made her spend her £100. Yes, there were beautiful flowers there too, but there was something else. She saw the florist herself. She saw photos of her outside the shop, inside the shop, chatting with clients, putting together bouquets, choosing flowers at the market early in the morning. There were even glimpses of her life outside work, playing on the beach with her kids and their dog. Suddenly, it wasn’t just about flowers. You could feel her passion. You could see the person behind the business. You could get a sense of her energy, her personality, and the way she connected with people.
Her whole story was there, not just the finished product. And that’s why the customer chose florist number two.
People Don’t Just Buy the Product
As business owners, we often think we need to show our product or service again and again. But the truth is, people don’t just buy the thing you sell. They buy you. They want to know who they’re supporting. They want to see the person behind the brand. They want to feel something when they land on your website or scroll through your social media.
In this case, the second florist had clearly invested in brand photography. Her images showed her story, her personality, her day-to-day world and the experience of working with her. Those images helped build something incredibly important: Know, like and trust. And that’s what ultimately swayed the decision.
Your Customers Are Shopping With Their Eyes
Your next customer is out there right now, scrolling, searching, comparing. They’re not just looking for a product or service. They’re looking for someone they connect with.
So ask yourself:
Are you showing your face? Are you sharing moments from behind the scenes? Are you giving people a glimpse into your world and your story?
Because when people feel like they know you, they’re far more likely to choose you.
So… Where Did the £100 Go?
Straight to florist number two of course. Not because her flowers were better. But because her images made the customer feel something. And that’s the power of brand photography. Your visual content should be more than just a catalogue of what you sell, it should tell your story, show your personality and invite people into your world.
If this story resonated with you and you’re wondering how to bring more of you into your brand, that’s exactly what I love helping businesses do. Through brand photography and visual storytelling, I work with business owners to create images that go beyond the product, capturing the personality, passion and everyday moments that make your brand unique. If you’d like to attract and connect with your ideal clients through imagery that truly reflects your story, I’d love to chat. Feel free to get in touch and we can explore how we might bring your brand to life visually.