As a photographer and business owner based in Aberdeen and Aberdeenshire, I have always wanted to see more interesting visual storytelling from brands.
Usually, we don't follow brands on social media when they limit themselves to selling products without any visual interest or story behind them.
As business owners, we often think our job is to advertise. However, very few people actively choose to look at advertisements.
People choose to look at beautiful things.
They choose to follow businesses that inspire them, teach them something, or make them feel part of a world they admire. I call this creating a universe where people are excited to spend time and eager to discover what the brand will do next.
This universe is often created by presenting the product as the main character in an artistic way, or by making it one element within a larger visual story. Every detail of the aesthetic is carefully considered. Collaborations with other creatives, artists, and craftspeople also play an important role in building that identity.
The good news is that you don't necessarily need a large budget to create this kind of visual world. What you do need is intention, consistency, and professional photography that communicates your brand's values.
A wonderful example of this is the work of the Indian fashion brand Cord. Rather than following Western trends, they have created a distinctive visual identity rooted in craftsmanship, storytelling, and culture. Every photograph feels like part of the same carefully curated universe.
Cord, fashion Indian brand.
Their visual language reminds me of Wes Anderson's films, with their balanced compositions, colour palettes, symmetry, and attention to detail. Interestingly, although there is nothing openly comedic in their photographs, they evoke the same sense of warmth, optimism, and playfulness that makes his films so memorable. That emotional connection is incredibly powerful.
Another beautiful example is Prada's collaboration with Wes Anderson. Prada understands that it is not simply selling clothes. It is inviting people into a cultural world through architecture, cinema, design, fashion, and storytelling. The products become only one part of a much larger narrative.
Why aesthetics matter in business
Aesthetics are often dismissed as something superficial.
I completely disagree.
Good aesthetic choices communicate professionalism, care, quality, confidence, and attention to detail before a customer reads anything.
Photography, typography, colours, architecture, interiors, packaging, styling, and graphic design all influence how people perceive a business.
Beautiful brands don't simply look good.
They make people feel something and feelings are what people remember.
Why is visual storytelling important for branding?
Personal brands naturally create a sense of belonging because people become invested in the story of the individual behind the business.
Businesses without a visible founder or spokesperson can learn from this. Rather than relying solely on products, they can build emotional connections through their visual identity and storytelling.
If you show your values, your environment, your personality, and even the people who use your products or services, you stop becoming a commodity competing only on price.
Instead, you attract loyal customers and, eventually, brand advocates who genuinely recommend your business to others.
Have you ever heard someone enthusiastically recommend a restaurant, a hotel, or even a clothing brand?
Imagine if that business were yours.
Flamingo Estate is a wonderful example. They began selling organic produce, but what they have achieved through visual storytelling is remarkable. Their Instagram account is so beautifully curated that, despite not being someone who specifically shops for organic products, I happily follow them simply because I enjoy the universe they have created.
Flamingo Estate home and orchard in LA, working with farmers, growers and purveyors they love.
What is a brand universe?
A brand universe is the consistent combination of photography, colour palettes, typography, locations, products, people, styling, and tone of voice that makes a business instantly recognisable.
Whether I am creating personal branding photography or commercial brand photography in Scotland, I pay particular attention to building that visual world.
Photography should never exist in isolation. It should become part of a recognisable identity that grows stronger every time someone encounters your business.
How can small businesses create a strong visual identity?
The biggest obstacle is that many business owners want to feel safe.
Unfortunately, the safest option often becomes copying what everyone else is doing. The result is a sea of businesses that look almost identical.
When every business looks the same, none of them become memorable.
The first step is breaking that mental barrier.
Start by defining your visual language.
What colours best represent your business? Will your colour palette relate to your logo or become something broader? Do you want your brand to feel vibrant, earthy, elegant, minimal, playful, or sophisticated?
Your location also becomes part of your identity.
The Bowmont. Accomodation + Workshop + Studio, Tasmanian countryside.
Is your business connected to the coast, the countryside, or an urban environment?
A corporate consultancy communicates something very different from a ceramic artist working in a rural studio. Neither approach is better. They simply tell different stories.
Don't forget your values.
Define what your brand stands for, but also what it deliberately avoids.
For example, I strongly believe in healthy living, so I choose not to create photographs that glamourise smoking. What you choose not to communicate is just as important as what you do.
Another common mistake is treating brand photography as a one-off project.
Many businesses invest in a single branding session. A few months later, they have exhausted their image library, their website becomes outdated, and their social media gradually loses visual interest.
Consistency is what builds recognition and trust.
Gunia Project is a brand of exceptional objects rooted in Ukrainian cultural heritage.
Creating your own universe
If your budget doesn't allow you to hire a creative agency, don't worry.
Most small and medium-sized businesses begin by working with specialists one step at a time.
A photographer who understands aesthetics can help you build a consistent and inspiring visual identity for a fraction of the investment required by a full creative agency.
Together, we can create a beautiful collection of photographs for your website, LinkedIn profile, and social media that reflects your business with elegance and authenticity.
Because your visual identity isn't something you create once, it is something you cultivate.
That is why I offer a monthly subscription programme for business owners who want to keep their content fresh throughout the year. With four seasonal photo sessions, you will always have new professional images ready for your website, LinkedIn profile, and social media, helping your brand remain active, consistent, and memorable.
If you'd like to create a stronger visual identity for your business, I'd love to help.
Book a free consultation, and let's begin creating a brand universe that people genuinely want to be part of.
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Bye for now.