Tori Sikkema Branding Photography
We are thrilled to present this EFL interview with branding consultant extraordinaire Tori Sikkema - the queen of all things branding and visual storytelling! Tori has an impressive portfolio that speaks for itself. You may know Tori from her Blog - Tori Sikkema Photos, her Podcast- Brand Lift, or she might have been the skilled photographer behind your most recent project.
Get to know Tori and discover how to craft content that truly represents your brand in this EFL Q&A!
“In today’s visual world with Instagram, TikTok, Pinterest, and Facebook, your social media feed is your professional portfolio and needs to represent your brand ethos.”
Q: How did you get started in photography, and what made you transition to interior photography specifically?
Tori: My Dad worked in the publishing industry and had exposure to interior photoshoots as a young girl. The beautiful homes in Westchester, NY, and Greenwich, CT, styled and decorated so beautifully, the hustle and bustle of photographers, and creative directors, inspired my creativity at an early age. The experience imprinted on my mind and influenced my love of photography.
Q: How do you think your personal experiences play a role in your process as a photographer?
Tori: After the exposure with my dad at House & Garden Magazine (HG) photoshoots, I began picking up cameras to document the world around me, my travels, my family, and my clients to tell beautiful and compelling stories without words!
Q: Talk about your Podcast “Brand Lift”. How long have you been podcasting? What should we expect to hear or take from your podcast?
Tori: I started my podcast in April 2021, when I had the idea to share my 20 years of marketing expertise with the world. I felt I had something to say; maybe someone would be interested in listening!
On Brand Lift, I talk about the real struggles of being an entrepreneur, creating a brand that people love, and how to set yourself apart and grow your business quickly. We get real about your story, brand identity, numbers, marketing, and more so you get seen, published, and booked. After each episode, I encourage my listeners to do one thing that lifts their brand up. Something that resonates with them that might be a stretch but helps them grow.
Q: You are a Podcaster, Blogger, Photographer, and Branding consultant! What’s your favorite part about your personal brand?
Tori: As a visual, auditory, and sensory learner, reaching people in many ways is essential. I ultimately love being on location, framing and composing images that tell the story of each client(s) designs and brand, so it speaks to their ideal client(s) and helps grow their business and gets them published.
Q: Who/Where do you offer your photography and/or branding services?
Tori: I am based in Central NJ/NY but work and travel wherever my client(s) need me. I love traveling and having new adventures. As an Interior | Architectural | Brand Photographer + stylist, it allows holistically working with my designer client(s). I collaborate with my client(s) by discussing their brand and goals. Based on their needs, I capture images of them and their designs in their spaces and places. And with my 20 years of marketing expertise, I want to help them get their design projects published!
Q: Where do you get inspiration?
Tori: I draw my inspiration from nature, exposure to good design, and treasures from past eras.
I live by the ocean in Central NJ, so the shore grounds me, and it is my go-to place to meditate and gain balance.
My client(s) are talented, and photographing each design project opens my mind to discoveries, inspiring my creativity.
Vintage finds - oh, I love a good flea market where treasures from the past are everywhere! I have Round Top on my list to visit in spring or fall the next year!
Q: What is your personal design aesthetic?
Tori: Ohh, that is a great question; I love it! Well, I love design and working in the creative space. My design sense has changed over the years. For instance, we designed and built a home with an architect and builder, and it was very modern with art deco influences for the decor.
Now the home we live in is more traditional in its bones and floorplan, but we have managed to make it a more transitional style with modern, vintage, and coastal elements!
I love evolving and taking design risks. I use my home as my design, prop styling, and photography lab to create and play!
Q: How does interior photography differ from other types of photography?
Tori: Interior | Architectural Photography is designed to tell the visual story of your beautifully curated project(s). It isn’t real estate photography where the wider angles are distorted to make each room feel expansive, and you are trying to sell a house!
Our goal with Interior | Architectural Photography is to hone in on a space's details and overall mood and feel. As a rule of thumb, interior design photography does not go wider than 24 mm focal length unless you are shooting a tight powder room or pantry! The image is not distorted and stays within an even plane, both vertically and horizontally.
Most critically, for high-end interior photography, turn all the lights off! Keeping the lights off creates an even light temperature, not too cool or warm, and it also helps prevent harsh shadows. It’s a more natural mood and vibe, which creates a stunning photo.
Q: How do you navigate photographing spaces with interiors you are not familiar with, for example: a new aesthetic, smaller spaces, etc?
Tori: One of my love languages is learning! I am a lifelong learner and never give off the vibe that I know it all. In cases where I have a new and challenging space, scouting and collaborating with my designer(s) is so important. I like to see a space before I photograph it.
My process is one in which I have an intake questionnaire with my clients, and I learn about them, their design projects, and their goals for the photoshoot. During this process, I do my homework and develop a shot list and prop styling plan with my client(s). The workflow makes the photoshoot day successful and achieves the goals the client(s) set.
Q: When a designer or a business owner hires you, what should they expect?
Tori: I love that most of my business is referral and word of mouth. That is the biggest compliment a photographer can have. I have a workflow, a process to ensure an outcome in alignment with my client(s) goals and needs. My client(s) expect and deserve a concierge experience and that’s what they get from me. I take their hand and guide them through every step along the creative journey:
● FREE 30-minute discovery call to make an introduction and learn more about my client and their project.
● Follow up with my guide, which outlines the types of sessions and services I offer: Interior | Branding Photography, Styling Services, and Marketing Services. I then offer dates and allow my client a few days to review what I have sent them.
It’s easy peasy, we sign a contract, and I begin taking a deeper dive into their brand, and project through collaboration, a design or brand questionnaire, and plan a scout to begin our creative process.
Q: What’s your advice to interior designers when it comes to photography and getting the best content for their brand.
Tori: Having a professionally curated portfolio of their design projects elevates their brand and helps position themselves to attract their dream client(s). If a luxury design firm wants to attract their perfect customer, its brand's images should tell that story. In today’s visual world with Instagram, TikTok, Pinterest, and Facebook, your social media feed is your professional portfolio and needs to represent your brand ethos.
If you want to publish your design projects, editors will only accept professional interior design photography. As one designer, Crystal Sinclair puts it,
“It’s your portfolio, so it’s what people look at when they’re deciding whether to hire you. Good photographs help generate business.”
Get connected with Tori Sikkema
Product Sources
Photography | Tori Sikkema
Designer | B. Oliver Designs by The Spotted Whale
Dining Table | Essentials For Living / Adler Extension Dining Table
Dining Chairs | Essentials For Living / Mesh Dining Chairs
Chandelier | Visual Comfort/ Dianna Five Light Linear Chandelier Brushed Nickel
Rug | Dash & Albert/ Tideline Navy Indoor/Outdoor Rug
Photography | Tori Sikkema
Dining Table | Restoration Hardware
Dining Chairs | Essentials For Living / Costa Dining Chairs
Chandelier | Palecek Quinn Chandelier
Rug | Carpet’s to Go, Howell, NJ
Console Table | Revelation Brandy Table
Vase | Crate & Barrel / Enorme Cannelee Textured Vase
Wall Color | Benjamin Moore White Dove