“Determine who you are and what your brand is, and what you're not. The rest of it is just a lot of noise.” – Geoffrey Zakarian
Commercial photography’s initial purpose is marketing. More importantly, companies desire images that shows their values to build a community of confidence with new and existing customers. Good images evoke an emotional response within the viewer and so good commercial images should build trust and confidence in a company and brand. Customers identify with your brand with images that set you apart from your competitors. Invite customers to join your tribe through purposely created images rather than relying on stock images.