Photography Branding Essentials | 6 Brand Elements To Consider For Your Photography Business
Photography Branding Essentials | Branding is one of the most important things you can do for your business. Think about it – photography is an incredibly saturated industry, and standing out can be quite a challenge, especially if you’re just starting out. However, just because it’s challenging, it doesn’t mean it’s impossible. And it’s definitely not a reason to give up on your dream of running your own photography business. What it does mean is that you need to work smarter, not necessarily harder, to differentiate yourself from other photographers.
This is exactly where branding comes into play! However, unlike what many business owners believe, your brand is much more than just your logo. After all, there’s an entire industry behind the art of branding. Even though the logo will be the face of your business and the backbone of your visual identity, there are many intricate details that separate successful and mediocre brands. Curious what those are? While every brand is (Or at least should be!) unique, there are certain things all successful brands have in common, so let’s check them out!
Name | Photography Branding Essentials
Most brand elements are optional. In other words, you don’t have to have them if you don’t think you need them. However, the name of your business is not optional, as you’ll need it to register the business. This means you’ll need to sort it out even before you join the industry. There are two routes you can take: you can either use your own name or come up with a completely unique name. Which way should you go? It depends on your business and your experience!
If you’ve been around for some time now and you already built a decent social media presence as an amateur using just your name, you should probably keep it. Most photographers just add “photography,” or “studios” to their own name. However, if you’re just starting out, you have another option – you can come up with a unique name. If you choose to come up with something unique, make sure it’s easy to write, read, and pronounce! Your potential clients will need to be able to read and remember the name of your business at a single glance, so don’t go overboard!
Logo | Photography Branding Essentials
A logo is often defined as a symbol or other small design used by businesses or persons to identify their products, uniform, vehicles, etc. Your logo will be featured on everything, from every piece of paper that leaves your office, to your photos and products. Yet, you’d be amazed just how many photographers out there don’t even have a logo. It’s the face of your business, and the backbone of your visual identity. It will tie together all of your marketing and stationery items, and will affect the look and feel of your brand.
Colors | Photography Branding Essentials
Color is designer’s best friend. It can bring to life even a dull design, provoke an emotional response, or even convey a particular message. When used right, it can tie together all of your marketing and stationery items, both online and off, and turn your brand into a memorable visual experience. Think Coca-Cola’s red and white color scheme, or Pepsi’s red and blue. Take a look at your logo and see which colors you used for the design. You can use these colors as your color scheme, or as a starting point for your scheme. Then, apply your color scheme throughout your materials to tie all of them together.
Slogan | Photography Branding Essentials
A slogan is a short and striking or memorable phrase used in advertising. Think Nike’s “Just do it!”, or Apple’s “Think different!” Apple featured this slogan in an ad back in 1997. However, even today it’s one of the most recognizable (And quoted!) slogans. Slogans also serve to inform. So, for example, if it’s not obvious from the name of your business what it is that you do, you can come up with a short phrase that hints at the services you’re providing. Just make sure it’s short, clear, direct, and memorable.
Voice | Photography Branding Essentials
Your marketing message (Oftentimes boiled down to your slogan!) is important, don’t get us wrong, but the way you deliver it is just as important. To get the most out of your efforts, you’ll want to pay special attention to your voice. We’re talking about the language and the tone you use. Is your brand friendly or professional? Playful or experienced? All these, and many other traits can be conveyed using your voice. It’s your job, however, to ensure consistency. Don’t use a laid back tone of voice on social media and a formal tone on your website. This will only confuse your potential clients and make you sound inauthentic.
Experience | Photography Branding Essentials
You can set up the most appealing visual identity and craft an inviting voice for your brand, but if you fail to deliver on your promises, you’ll never be able to turn your love for photography into a profitable business. Make sure you meet and exceed client expectations, and make outstanding service part of your brand identity. There’s no marketing tool more powerful than a satisfied client singing your praises, so make sure you always put your client first. Keep working on your services, improving your offering, and focus on offering a memorable experience.