Not a portrait in the classical sense, and precisely for that reason a real eye-catcher: Ektoras Tartanis during his time as First Kapellmeister at the Freiburg Theatre. (Photo: © Markus Bronold Photography)
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May 2026
Corporate images should convey the quality and uniqueness that a company and its people represent, says photographer Markus Bronold. Professional images stand out from the crowd. Yet, photos are often neglected.
In the trades, professionalism is paramount. The same applies to corporate images. They, in particular, should convey the quality and uniqueness that a company and its people represent, says Düsseldorf-based photographer Markus Bronold.
Markus Bronold has his studio on the historic Böhler industrial site and works worldwide for companies, magazines, and also for craft businesses in and around Germany. He prefers photographing people. In a visually driven world where photos are often more important than text, craftspeople and service providers shouldn't underestimate the impact of professional images in their public image, Bronold is convinced. He says: "Public image is now as important as good tools."
German Crafts Journal (DHB): Mr. Bronold, today everyone can take good photos with their smartphone. Why do professional photos from a photographer – especially portrait photos of the owners and employees of a company – make the difference?
Markus Bronold: Especially in an increasingly digital world, high-quality visuals are essential for a professional public image. However, in the trades and service sectors, this often seems to be overlooked: businesses talk about their professionalism, but their images tell a different story. They cut corners precisely where they should be making this professionalism visible as a distinguishing feature, neglecting one of the most important aspects of marketing.
If viewers who don't know a company personally rely solely on its public image, they can quickly get the impression: "If the work is anything like the pictures, then I don't want to be a customer or work for you." That's a harsh way of putting it, but that's exactly the subconscious impression that customers and job applicants often get. Because a picture is worth a thousand words.
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DHB: DHB: Why is that? Tradespeople wouldn't buy their tools in a supermarket, would they?
Bronold: I often encounter fantastic companies doing great work, but their presentation falls short because the impact of professional visuals is underestimated. You know someone who knows someone who has a camera and takes nice photos, and they do it cheaply. Sound familiar?
Or you take a phone and some stock photos, add a filter, and think that's enough. And that brings us back to the example with the dentist. Nobody would go to someone who learned dentistry in an evening course and can afford a drill. Nobody.
Professional visibility is just as much a part of business and marketing today as perfect work. Public image is now as important as having the right tools. Simply talking about something isn't enough; anyone can do that these days. Over 90 percent of the information our brains process is visual. An image triggers a feeling within seconds about whether we want to work with or for someone. It's the first and lasting impression.
If I have a unique craft business, with a history, special products and services, then I should be able to stand out through my visuals. Most tradespeople these days can't complain about a lack of work, but quantity is different from quality. For me personally, it's not about having a lot of customers, but about having the right ones.
DHB: What role do images play in recruiting new employees and trainees?
Bronold: In my opinion, they play a key role. A potential employee, upon seeing the website, should think: "What a cool group, I want to work with them." This only works if the images reflect the company culture. Often, the eyes in the pictures aren't sparkling, the gestures are rehearsed, the portraits are interchangeable, or the whole team is standing stiffly in front of the building.
In my opinion, a tradesperson in a photo doesn't necessarily have to be holding a hammer or other tool; instead, you should see in their face that they work with love and passion. That's why I photograph people in an environment where they feel comfortable. It's not about glossy perfection, but about humanity. Because ultimately, that's what we really want. We want to be understood when we face a problem. And people are more likely to apply to a company like that than to others.
Business photos should be approachable, professional, and friendly. "For many, employee photos are like a visit to the dentist; they don't like going. And often we only realize it when it's too late," says photographer Markus Bronold . Yet these photos are invaluable for a company's public image. Business photos can portray a company as approachable, professional, and friendly . Ideally, people should appear natural , not posed. According to Bronold, the goal is to make the company's atmosphere, collaboration, and values visible, not just faces.
DHB: Many companies display classic group photos of their team on their website. What are the pitfalls?
Bronold: Group photos can be useful and effective. However, they are often used more for documentary purposes than for capturing the emotional essence of a team. As purely documentary images, they quickly become outdated. The photos often include people who are no longer with the company, and new employees are missing. But group photos have the power to capture the overall atmosphere of a team. Employees may change, but the team spirit remains. That's a crucial difference. This creates an authentic, human portrait of the company, which is more important than a purely documentary one. And it lasts.
DHB: What effect does it have on customers and applicants who see professionally taken pictures and portraits?
Bronold: Images build trust. Ideally, the visual language immediately conveys: "We solve your problem" or "You're in good hands with us." A company's values can be effectively communicated through images. However, if I use the same stock photos and poses as everyone else, I send the message: We're just like everyone else.
Standardization through AI also leads to mediocrity. Images, however, should reflect individuality. The overall concept must be right. Ultimately, when hiring a tradesperson, most people choose quality and problem-solving skills over quantity or the lowest price. You get what you pay for.
DHB: Do you have an example of how you implement this in practice in a craft business?
Bronold: For example, I once worked with a large funeral home. In the initial briefing, the owners focused on the company's long tradition, its size, and its product range. But when customers are grieving, these things are of little interest. They are grieving and want to know: Do I feel understood and supported here? So we photographed the staff as individuals, in their various roles, focusing on empathy and trust rather than history and equipment. Because that's precisely what it's about: addressing the customers' needs emotionally, not just presenting facts.
DHB: How exactly do you proceed during such a shoot?
Bronold: Every company is different, and so is every project. It always starts with getting to know each other: Who are the people sitting across from me, and what makes this company so special? What sets it apart from others, not just in its products, but also in its approach and culture? What are the entrepreneurs' requirements and wishes? The size of the company, do they just want employee photos, or do they also want corporate branding, advice on holistic concepts, etc.? Based on this information, we develop a concept for the visual language, and if desired, more.
I plan the shoot so that it integrates as seamlessly as possible into the workday. Time and money are valuable resources, and most business owners and tradespeople have other things to do than model. I usually work directly on-site because it's a "safe space" for many employees. Some people are uncomfortable in front of the camera, and in fact, nine out of ten don't like being photographed. What's needed here is trust and guidance, not just technical skill.
Good portraits are created when people feel seen. This is just as much a part of a professional shoot as good photos themselves, and it's also a sign of appreciation for the employees. In the end, they can be proud of the pictures and their employer. In my opinion, the power of good images for a company and their importance for its public image are too often underestimated. Good corporate photos convey far more than just a company's appearance. Companies have a message. Making that message visible is the photographer's job.
The interview was conducted by Kirsten Freund
Markus Bronold – BiographyPhotographer Markus Bronold Photo: © Markus Bronold PhotographyMarkus Bronold
Born in 1966 in Wuppertal
Freelance photographer specializing in portrait and reportage photography
Numerous exhibitions and publications nationally and internationally
Markus Bronold lives in Düsseldorf and travels both in Germany and worldwide for clients and projects. He runs his own studio in Düsseldorf.
Contact:
www.markusbronold.de
studio@markusbronold.de
+ 491713847757
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