What Disney, Verizon, and Other Major Brands Taught Me About Building a Brand
Throughout my career, I have worked with major brands, including Disney, Verizon, Westin Hotels, Honest Tea, and Priceline. My work included design, user experience, video, and ideas for future products and experiences. Although each company had different goals, I noticed several ideas that appeared again and again. They understood their customers, planned carefully, and protected their brands through every decision.
Those experiences still influence how I approach branding photography. The tools may be different, but the questions behind the work are often very similar. Who are we trying to reach? What should they understand, feel, or remember? How can every part of the experience support the same message?
Working With Major Brands Starts With Strategy
One memorable project included a week of strategy meetings at Disney in a conference room above one of the rides.
Every key decision maker was in the room, and everyone brought a different point of view. People shared ideas freely, even when those ideas did not become part of the final direction. The focus stayed on the customer experience, the launch goal, and the integrity of the Disney brand.
We spent that week looking at the customer experience from many perspectives. Before the design work began, the direction and concept were already established. As a result, the execution had a clear purpose. We knew what we were creating, who it served, and what the final experience needed to accomplish.
That process still guides the way I plan branding sessions. I do not begin with a list of attractive photos or a collection of poses. First, I learn about the business, the audience, and the marketing goals. We discuss where the images will be used and what they need to communicate. Then I create the storylines, shot list, visual direction, and session plan.
By the time we begin photographing, the larger decisions have already been made. That preparation gives every image a reason to exist. It also creates a more focused session because we are working toward a clear goal. The photoshoot becomes the execution of a plan, rather than a collection of disconnected ideas.
People Should Come Before the Solution
My work with Verizon included design, video, user experience, and prototypes for the future. We explored products and experiences that did not exist yet. However, the conversations began with people, not technology. We considered how people might communicate, what would make life easier, and how their needs could change over time.
Designers, engineers, marketers, researchers, and business leaders all contributed to the process. That mix of perspectives helped us understand the human experience before searching for a technical solution. The technology followed the need, rather than leading the conversation. That approach created ideas grounded in how people actually live and interact.
I still think about those conversations when I plan a branding session. A beautiful design has a purpose, and photography has one too. Strong images help people understand your business, build confidence in your expertise, and make the next step feel easier. They are not only decoration for a website or social media feed.
Trust often begins before a potential client speaks with you. It grows through every interaction someone has with your business, including your website, messaging, and photos. I explore that idea further in How to Build Trust Online and the Psychology of the Hire.
Strong Brands Protect What They Stand For
The major brands I worked with clearly understood their values and identity. They knew what the brand represented, and they protected that meaning carefully. Their messaging, visuals, customer experience, and design all supported the same larger promise. If an idea did not fit the brand, it did not move forward.
Small businesses do not need Fortune 100 budgets to use the same principle. They do need clarity about who they serve and what they want customers to understand. Without that clarity, marketing decisions can become disconnected. A website may communicate one message, while social media and photography communicate something entirely different.
Consistency does not mean every image should look the same. It means each part of your marketing should feel connected to the same business. Your photos can show different services, settings, and parts of your personality while still supporting a clear brand. That connection helps people recognize your business and understand what makes it different.
Working with major brands also taught me that a brand is protected through everyday choices. The words, images, colors, and customer experience all contribute to the larger picture. Personal branding photography can support that work by giving your business a consistent visual library. I explain more in The Power of Personal Branding Photography.
These lessons continue to shape every branding session I plan. Strategy creates direction, customer experience keeps the work focused, and brand clarity guides the final images. If your current photos no longer support your marketing, I would love to help. Schedule a consultation to begin planning an image library for your website, social media, and marketing.