When I work with a company on a photo shoot or video, one of the most common things I hear is: “Let’s do some advertising with the new photos!” or “This video is for branding.”
But… are we sure we’re using the right words?
Communication, branding, and advertising are not the same thing, and understanding the difference can genuinely change the way you present your business.
What do we mean by corporate communication?
Corporate communication is everything that says who you are, what you do, and how you behave.
It includes your website, social media, brochures, emails, and even your email signature.
It’s the tone of voice you use, the words you choose, and the images you show.
As a photographer, I see this every time I step into a company for a shoot: communication starts from the environment, the people, and the details.
A company communicates even when it’s “saying” nothing. For example:
- A bare meeting room communicates coldness.
- A slow and messy website communicates disorganization.
- A blurry LinkedIn photo communicates carelessness.
Branding: the deep identity (that people can see)
Branding is what shapes the perception people have of your company.
It’s the visual identity, of course (logo, colours, fonts), but also the emotional identity. It’s how you want to be remembered.
When I prepare a photo shoot for a company, I always start with this question: “What do you want the customer to feel when they see these images?”
Branding means consistency. It means making sure that:
- Your website, social channels, and printed materials tell the same story.
- Every image, video, and word reinforces the brand’s core message.
A company can communicate perfectly… but still have a confused brand.
Or it can have a great logo… but communicate incoherently.
Advertising: the tool to amplify
Advertising is one of many communication actions.
It’s used to promote something, to reach an audience, often through paid channels.
It’s the Facebook campaign, the flyer at a trade fair, the sponsored YouTube video.
But here’s a common mistake: doing advertising without first building a clear identity.
It’s like shouting in a crowd… without anyone knowing who you are or why they should listen.
When someone asks me to make a video “to promote,” my first question is always:
“What’s the message? And how does it connect to the rest of your communication?”
Advertising alone doesn’t create value.
It’s the final mile of a deeper process: it should amplify a message that’s strong, consistent, and recognizable.
Otherwise, it risks just making noise.
An advertising video only works if it fits into a well-crafted visual and strategic narrative.
How to distinguish and align these elements
In Ticino, many companies communicate, run campaigns, and post on Instagram…
But they often do so in a disorganized way.
The result? A brand that’s hard to recognize. And confused customers.
We talked about this in more detail in this article: (LINK: Building a strong corporate identity: where to start to be recognizable online and offline)
To build a strong and recognizable identity, you need to align:
- Communication → The message
- Branding → The identity
- Advertising → The channel that brings the message to the world
As a photographer and videomaker, my job is precisely this: to make visible what a company truly is, with consistency.
Frequently asked questions: we’ll answer for you
Do I need a photographer if I already have a logo?
Yes. A logo is only one part of your brand. Images tell the story of your people, spaces, and values.
Can I run ads even if I’m still defining my identity?
Better not. You risk communicating the wrong or inconsistent message.
How do I know if my communication is coherent?
Look at your website, social media, brochures, and LinkedIn profile.
If they look like they belong to different companies… there’s a problem.
