Photographs and videos allow you to tell your business story and let audiences create their own impression of your business and how you work. It is more important than ever to stand out in the marketplace and the right images can give you an edge. Knowing that photos can make your business look good, what can you do to be sure you get consistently good, high-quality images when you secure photo services?

"Our photography guidelines are part our integrated and holistic approach to communications that support and emphasize company values. Working with Image Engineers, we were able to define guidelines that help us standardize the visual appearance and quality of our photographs."
Alstom Communications, Alstom (Switzerland) Ltd.

As our clients at Alstom know, stylistic and technical guidelines for visual media help ensure that visual media present the right messages and make the right communications impact. The benefits of establishing and working with guidelines go far beyond the visual look and feel:

Identity - When created in a specific style, photographs and videos have more impact in supporting and reinforcing a company's brand strategy.
Consistency - Ensure that your business achieves a consistent and identifiable style in photographs no matter where in the world they are created.
Efficiency and Economy - Guidelines help give your photographers a clear understanding of what is required so they can deliver images that you can use.
Quality - Providing visual and technical quality control means you will get photos that are “on message” and compatible across a variety of communications media.

The more detail your photo guidelines provide - from style to technical specifications - the easier it is for the photographer to create and deliver images that meet your expectations, match up to your business brand identity, and, in the end, make your business look its best.

Next week, we'll look at the basics for creating photo guidelines.