Top 5 Mistakes Businesses Make When Hiring a Commercial Photographer

Below are the five most common mistakes businesses can make when hiring a commercial photographer like me. I try to provide some simple guidance on how to avoid them for the best client experience possible.

1. Prioritizing Price Over Experience

Controlling costs and budgets matters, but selecting a photographer solely because they are the lowest bidder often leads to subpar results. Commercial photography in Dayton is a strategic investment, not a commodity. An experienced photographer (19th year for me now in 2026) understands brand positioning, lighting for products, dealing with people, and how images will be used across marketing channels. A lower price may reflect limited experience, inadequate equipment, or insufficient production support—all of which can compromise the final deliverables.

Best practice: Evaluate portfolios, relevant industry experience, and demonstrated results before discussing budget. If someone is offering a too-good-to-be-true price, it is probably for a reason.

2. Not Reviewing A Photographer’s Portfolio

Many businesses look at a photographer’s “best” images instead of work that aligns with their specific needs. As a professional corporate photographer, I cannot always share past client work with future clients. NDAs and trade secrets make this impossible. A photographer who excels at lifestyle imagery may not be the right fit for architectural, industrial, or corporate portrait work. As a wedding photographer, I have to a bit of all of these at each and every wedding.

Best practice: Ask to see examples directly related to your industry, subject matter, and intended use (website, advertising, social media, print).

3. Failing To Define Clear Usage Rights

One of the most frequent misunderstandings involves image and video licensing. Some businesses assume full ownership of images, while many photographers license usage based on scope, duration, and medium. Failing to clarify this upfront can result in unexpected costs or legal limitations later. For everything I have done so far, I have given unlimited usage. If I ever photograph a project with a large scope, I will be licensing these images.

Best practice: Define where, how, and for how long images will be used before signing a contract. Ensure licensing aligns with your marketing strategy.

4. Providing Vague Creative Direction

Photographers are visual problem-solvers, but they are not mind readers. When businesses offer minimal direction—such as “we just want something modern”—the results may not align with brand expectations. Lack of clarity can lead to reshoots, delays, or dissatisfaction. As the corporate photographer, I ask a lot of questions. Knowing exactly what the clients wants makes me more confident in my job.

Best practice: Share brand guidelines, mood boards, shot lists, examples, and clear objectives for the shoot. Also – if you don’t want to see your work online, have me sign an NDA.

5. Underestimating The Importance Of Pre-Production

Many businesses focus on the shoot day and overlook planning. Location logistics, talent coordination, styling, permits, and scheduling all affect the outcome. Weak pre-production often leads to rushed sessions and inconsistent results. In a factory I did video for a few years ago, every surface I shot was covered in finger prints. Looking back, I should have noticed this during the walk through. Then, the client could have thoroughly wiped down everything before I arrived for the shoot.

Best practice: Work with a photographer who emphasizes planning and collaborates with you well before the shoot date.

In Conclusion

Hiring a commercial photographer like me is a strategic decision that impacts brand perception and marketing. When businesses focus on alignment, communication, and long-term value—rather than shortcuts—they consistently achieve stronger, more effective imagery. These were my top 5 mistakes when businesses hire a commercial photographer.