This photo is captivating because of the moment the flame touches his tongue. Anticipation hooks the viewer—what will happen next? That’s the same power great visuals bring to storytelling: they stop people in their tracks and open the door for the story that follows.

If you’re feeling the pinch right now, you’re not alone. Many of my clients—nonprofits, ministries, and businesses alike—find that budgets are tighter and competition for attention is stronger than ever.

I get it. When things slow down for me, it usually means my clients are also navigating leaner times. But here’s the good news: this is precisely when strategic storytelling makes the most significant difference.

The Challenge We All Face

• Audiences are distracted. Your message is competing with endless scrolling, ads, and noise.
• Budgets are shrinking. Reducing marketing spending is tempting, but silence often costs more in the long run.
• Clients want connection. They aren’t looking for just another product or service—they’re looking for trust, authenticity, and meaning.

That’s where storytelling shines.

Three Ways Storytelling Helps You in Tough Times

1. Keeps You Visible

When others go quiet, staying consistent sets you apart. A well-crafted photo, video, or story reminds your audience that you’re still here and still serving.

2. Builds Trust

Facts and stats may fade, but stories stick. Sharing authentic stories of transformation—a client win, a donor’s impact, or your own journey—creates the emotional connection people need before they take action.

3. Multiplies Your Efforts

A single strong story can live many lives: on your website, in social media posts, in newsletters, and at events. Done well, one story fuels many touchpoints.

How I Can Help

This is what I do best. As a Storyteller and brand Builder, I help organizations like yours cut through the noise with clear, authentic storytelling through photography, video, and strategy.

Whether refreshing your library of images, creating a short film that shows your mission in action, or helping you map out a strategy for consistent storytelling, my role is to ensure you don’t get lost in the noise.

A Word of Encouragement

If things feel slow, don’t consider this season a setback—it’s an opportunity. While others pull back, you can step forward with clarity, presence, and purpose. And I’d love to walk with you in that process.

Let’s discuss how storytelling can help you stay visible, relevant, and connected.

📩 If you’re ready to explore how storytelling can support your goals this season, reach out. I’d love to hear your challenges and how we can craft the right solution together.

Knolan “Uncle Brother” Benfield, remembered for his warmth, leadership, and lifelong passion for photography, is pictured here in a candid moment that reflects his approachable spirit. Though not a formal portrait, this image was chosen for his obituary because it captures the genuine presence that his family and friends loved dearly.

My brother-in-law once pointed out something that stuck with me. He’s a financial advisor, and every week, he keeps a tab open on his computer to check local obituaries. It’s not a morbid hobby—it’s a professional responsibility. Sometimes, families don’t think to contact him immediately, and he needs to know if a client has passed.

But what stood out to him most wasn’t just the names. It was the photos—or, in many cases, the lack of them. He often noted how many obituaries didn’t even include a proper photo of the person, leaving families to substitute flowers or other images instead of their loved one’s face. And when photos were included, they were often poor quality—cropped from a group shot, blurry, or not truly reflective of who that person was.

And he’s right. Too often, the “last picture” representing someone’s life does not honor them well.

A Shared Responsibility

I think we all have a role to play here. Making sure there’s a good, recent portrait available isn’t just the individual’s responsibility—it’s something families and friends can help with, too.

• For individuals: Make it a priority to schedule professional portraits every few years, especially after milestones like marriage, children, anniversaries, or career changes.
• For families: Encourage each other to update portraits. Plan family photo sessions and consider gifting portraits to parents or grandparents.
• For friends: We often notice when someone hasn’t updated their photo in years. A little encouragement—or organizing a group portrait—can make a lasting difference.

How Often Is Enough?

• Young adults (20s–40s): Every 5–7 years, or after a significant life change.
• Middle age (40s–60s): Every 3–5 years, as faces, styles, and families evolve.
• Seniors (65+): Every 2–3 years, to ensure a recent, dignified portrait is always available.

A Portrait Is a Gift

When that time comes—and it comes for all of us—the obituary photo becomes more than just a picture. It’s a lasting image that family and friends will hold onto. By taking the time to update portraits, we’re giving our loved ones a gift: a true reflection of who we were in that season of life.

Let’s not leave it to chance. Let’s share the responsibility—individually, as families, and as friends—to ensure that the photos that speak for us honor the lives we’ve lived.

What Not to Do: Avoiding Common Mistakes with Obituary Portraits

When families prepare an obituary, one of the most critical choices is selecting the portrait representing their loved one. Unfortunately, I’ve seen many examples where the photo distracts from the person’s memory rather than honoring it. A poorly chosen portrait can unintentionally overshadow the heartfelt words written in the obituary.

Here are some common pitfalls to avoid:

1. Avoid Poor Lighting

Dark, underexposed images or photos with harsh shadows make it difficult to see the person clearly. Obituary portraits should feel warm, inviting, and true to life. A dim photo may unintentionally feel gloomy instead of celebratory.

2. Don’t Crop Too Tightly

Sometimes families crop in so close that the photo feels cramped, or worse, cuts off part of the head or shoulders. A little breathing room around the subject makes the portrait feel more natural and respectful.

3. Stay Away from Distracting Backgrounds

Busy patterns, cluttered rooms, or awkward scenery can take attention away from the face. A clean, simple background ensures the viewer focuses on the person’s expression—the heart of the portrait.

4. Skip Candid Party Snapshots

While using a favorite family gathering photo may be tempting, many casual snapshots include drinks, awkward poses, or other people cropped out. These don’t translate well into a lasting tribute. Instead, look for a more timeless, dignified image.

5. Don’t Use Outdated or Poor-Quality Prints

Sometimes the only available photo is an old, faded print. While these can carry nostalgia, if the image is blurry, discolored, or damaged, it may not be the best for publication. A restoration can help, but it’s worth asking whether another photo would serve better.

6. Avoid Overly Stylized or Over-Edited Images

Filters, heavy retouching, or artistic effects might work on social media, but they rarely fit the tone of an obituary. Keep it authentic and natural.

Final Thought

The obituary portrait is more than just a photo—it’s often the lasting image people will carry in their memory. Choosing one with clear lighting, a natural expression, and a respectful presentation ensures your loved one is remembered with dignity.

You might be told that “being authentic” is the key to winning hearts—but Seth Godin flips that on its head. In his view, authenticity isn’t the goal. Consistency is. Absolute professionalism is doing what you promise—even when you don’t like it.

What Seth Says

As Seth writes: “We call a brand or a person authentic when they’re consistent, when they act the same way whether or not someone is looking… Showing up as a pro and keeping promises. Even when you don’t feel like it. Especially when you don’t.” Seth’s Blog

Another piece puts it bluntly: “No one wants your authentic voice. They want your CONSISTENT voice… Consistency is the way forward… We make a promise, and we keep it.” Medium

And on a similar note: “I think this pitch that you should be authentic is baloney… If they’re having a bad day, you don’t want them to do a bad job. You want them to be consistent.” MickMel

What This Means for Professionals

This isn’t an excuse to fake your brand or be inauthentic. On the contrary, true professionalism is about delivering what you promise, day in and day out, regardless of your mood or circumstances. You align what you provide with what people expect, building trust.

Examples (In the Style of Seth)

1. The Wedding Photographer
   • Promise: Deliver beautifully lit, deeply emotive images.
   • Reality Check: It’s pouring rain, the ceremony is delayed, and the bride’s stressed.
   • Consistency Over Authenticity: You still light the scene well, tell the story through your shots, and deliver the same glowing collection you always do—no matter what.
2. The Corporate Headshot Session
   • Promise: Crisp, professional-looking headshots with approachable warmth.
   • Reality Check: You’re exhausted, the lighting gear malfunctions, time’s tight.
   • Consistency Over Authenticity: You still confidently direct your subject, adjust the gear deliberately, and deliver sharp, warm images that represent your client well.
3. The Storytelling Workshop
   • Promise: Deliver an inspiring, actionable workshop in your signature upbeat style.
   • Reality Check: You’re under the weather, and your energy is low.
   • Consistency Over Authenticity: You show up prepared, run the session smoothly, and leave participants inspired—even if you’re feeling blah inside.

Photojournalism: Where Authenticity Still Matters

Now: this is not to say authenticity is always unimportant. Take photojournalism—your work as a visual storyteller in the field. There, authenticity is essential:

• You’re capturing real moments in real time, without staging or interference.
• The value lies in truth, rawness, and unfiltered emotion.
• Being “consistent” in the sense of remaining loyal to facts can sometimes conflict with the emotional neutrality required by authenticity.

So here’s the key difference:

• In brand-building and professional services, consistency (keeping promises, delivering reliably) builds trust.
• In photojournalism, authenticity (truth, accuracy, emotional fidelity) is the foundation of integrity.

Wrap-Up: Your Takeaway

• Authenticity can lie to you. It’s emotional, variable, and sometimes self-serving.
• Consistency is sacred. It turns you from an amateur to a pro, mainly when your audience depends on you.

So, as Storyteller & Brand Builder, your mission isn’t to always “be real”—to be dependable, to deliver what you promise, every time. And that’s how you build a brand that truly means something.

At the grand opening of Ross Cathy’s Chick-fil-A in Columbus, Georgia, surrounded by fellow operators and supported by his father, Dan Cathy, and grandparents, Truett and Jeanette Cathy, the founders of Chick-fil-A. One of the greatest blessings of my career has been working with this remarkable family, a relationship I’m grateful to continue to this day.

One of the biggest misconceptions I see among creatives—photographers, videographers, writers, producers, and even agencies—is the difference between corporate communications and advertising/marketing. Both are vital, but they serve very different purposes inside a brand.

Advertising & Marketing: The External Voice

When they hear “brand communications,” most people immediately think of advertising and marketing. This is the external face of the company—campaigns, commercials, social media pushes, billboards, and ads designed to capture customers’ attention and drive sales. Their audience is the consumer.

Corporate Communications: The Internal Voice

On the other hand, corporate communications is about reaching the internal audience—the employees, operators, franchisees, and leadership who live and breathe the brand every day. It’s about building alignment, buy-in, and consistency across the organization so that everyone understands what the company is doing and why it’s doing it.

If your people don’t believe in the mission, it will be nearly impossible to communicate it authentically to customers.

My Example: The Daddy Daughter Date Night

In 2009, I worked on a project with Chick-fil-A when their intranet couldn’t even support video. Instead, I used SoundSlides (an audio slideshow tool) to tell the story of an Olathe, Kansas operator who hosted a Daddy Daughter Date Night for his customers. I didn’t just capture what he did—I showed why he did it. That story inspired other operators and employees to think about how they could connect more deeply with their communities. That’s the power of internal communications.

Here’s the original piece:

Another Example: Virtual Restaurant Tours

Another project involved creating 360-degree virtual tours of new restaurant designs. Instead of hundreds of operators trying to fly in and physically walk through a new build—which was disruptive and expensive—internal communications allowed us to share the experience digitally. This gave operators insights into best practices, design improvements, and what they could implement in their locations.

Why This Matters for Creatives

If you’re pitching yourself to a brand, remember: not all storytelling work is about selling directly to customers. Internal communications often need:

• Documentarians who can capture best practices and explain why they matter.
• Visual storytellers who can show employees and partners what “living the brand” looks like.
• Producers and writers who can translate company values into real-life stories.
• Creative agencies that understand that the audience is inside the brand, not outside.

Tips for Pitching Internal Communications Work

1. Understand the Audience—Internal communications aren’t aimed at the public. Your work will help employees, franchisees, or stakeholders understand goals, culture, and best practices.
2. Focus on the Why—Don’t just document events. Show the motivations, values, and outcomes behind them.
3. Highlight Efficiency & Impact—Internal comms often saves time and resources. You add extra value if you can show how your work helps scale knowledge-sharing or reduce costs.
4. Show Examples—Share how you’ve told stories that inspire action internally. My Daddy Daughter Date Night project worked not because it was flashy, but because it was meaningful.
5. Position Yourself as a Bridge—A brand’s external message is only as strong as its internal alignment. Position your work as the glue that keeps people connected to the mission.

Final Thought

As creatives, it’s easy to chase the glamour of big advertising campaigns. But don’t overlook the power of corporate communications. If you can help a company win the hearts of its people, you’ll strengthen the foundation that makes all external marketing more authentic and effective.

One of the biggest challenges for businesspeople — and honestly for anyone — is knowing when to let go of what’s always worked.

It’s not just hard because change is uncomfortable. It’s hard because what you’re being asked to let go of is often the very thing that built your success in the first place.

Think about Kodak. In 1975, one of their engineers created the first digital camera prototype. Kodak could have led the digital photography revolution — they invented it. But leadership feared it would cannibalize their lucrative film business, so they shelved the idea. They doubled down on film for years, betting on what had worked for decades.

By the time they fully embraced digital, the market had moved on without them. A brand once synonymous with photography found itself bankrupt and diminished. It’s sad to see a company that once defined an industry fade away, not because it lacked innovation but because it couldn’t loosen its grip on the past.

This isn’t just Kodak’s story — it’s a trap that can catch any of us. The skill, service, or system that makes you successful can also blind you to new realities. You can be so loyal to your original formula that you see change as a threat instead of an opportunity.

The hard truth? Every major leap forward disrupts something you already do well. Survival and growth often require the courage to let go of what’s “always worked” to embrace what will work next.

Don’t let what got you here keep you from what’s next.