Photography Branding Guidelines | Build A Unique Photography Business Brand In 6 Simple Steps
Photography Branding Guidelines | It’s no secret that competition in the photography industry has gotten incredibly fierce. But what can you do to make your photography business stand out from the crowd? For starters, you will need a unique and memorable brand that appeals to your target audience and makes you the obvious choice for potential clients seeking your work or services.
A brand is a consistent message of who you are and what your business is all about. It’s your business’ identity, and should be the same over all of the branding you do, whether it’s Twitter, Facebook, Google+, you website, the pictures you take, or even the referral cards you hand out. Whether you are a new photographer trying to grow your business or an established photographer about to rebrand your business, the six steps we discuss in this post can help you build a unique brand that’s truly your own.
Define Who You Are And What You Do | Photography Branding Guidelines
This might sound relatively easy: you know who you are and what you do, but how do you do it differently than every other photographer in your niche? What’s your unique selling point? What type of service do you offer that other photographers don’t? Whether your specialty is weddings, photojournalism, newborns, portraits, stock or fashion photography, you can’t solely rely on your specialty to make you stand out. Standing out means being different. If your brand is going to be strong, you need to be able to pinpoint what it is that makes what you do unique.
Define Your Audience | Photography Branding Guidelines
Sit down with a pen and paper and get ready to list EVERY attribute you can think of that describes your ideal client. Do your research. Learn the needs, habits and desires of your current and potential clients. And don’t rely on what you think they think. Know what they think. Tip: To define your target audience, go with the top 10 percent of your existing client base. They’re the ones who are already engaging repeatedly with your brand, avidly believing in your promise and delivering the most value to your business.
Find Your Voice | Photography Branding Guidelines
Many photographers rely on their images to do all the talking, and forget that their voice is a powerful tool as well, and one of the best mechanism for conveying their brand. What you decide to say can say a lot about your photography brand and the way you do business. What you say is important, sure, but don’t overlook the way you say it either. Your brand’s voice is the language and personality you will use to deliver your branding message and reach your target audience. Remember, successful brands speak with a unique voice.
Make It Consistent | Photography Branding Guidelines
If clients are to trust you and commit to your brand, your brand needs to be professional. Hire a professional designer to create your logo, business cards, and portfolio website so that you have a consistent look. From business cards and logo to email newsletters and brick-and-mortar signage, all of your communications and sales materials should look, feel and sound like they come from the same source. Have templates designed and define brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout to reinforce your brand and ensure consistency.
Provide Great Experience | Photography Branding Guidelines
Word of mouth is often a photographer’s best lead generator, so providing great services that people talk about is a vitally important part of your brand and why you are in business. Even the most outgoing and charming photographer is never going to succeed in bringing clients back, unless the service they provide delivers and exceeds expectations. In other words, your clients won’t return to you, let alone refer you to their friends and family if you don’t deliver on your brand promise.
Relationship Marketing And Social Media | Photography Branding Guidelines
Essentially, marketing your photography business is about building a relationship with clients over time so that when they’re ready to hire a photographer, they want to hire you. For example, you can build online communities on Twitter, Facebook, your small business blog, on Instagram, or on other social networks. And remember that you can’t be in all places at once. Pick one or two places where you can focus building your community, and invest your time and resources there.