Photography Branding Strategies | The Only Branding Formula You’ll Ever Need – Regardless Of Your Budget
Photography Branding Strategies | Whether you’re reading high-brow industry publications or watching a reality TV show, you’re bound to hear someone utter “brand,” the ubiquitous word thrown around without much thought. However, you’d be amazed just how many people in general, not only business owners, use the word pretty much on a daily basis without fully understanding the meaning, or mistakenly believe that branding is an expensive, exhausting business strategy only the big shots can afford. The truth of the matter is that branding is vitally important for businesses both big and small, corporate or creative, and to get the most out of it, you need to know what it is first.
Branding is basically creating a unique name and image for a product or a service in order to establish a unique and differentiated presence in the market that attracts and retains loyal clients. In other words, a well executed brand will help you stand out even in the most crowded market and grow your client base. However, if you think that building a brand is having a logo designed and calling it a day, you’re up for a rude awakening. Curious about what it takes to set up an effective branding strategy? Or you just want to check how your strategy stacks up? Either way, we put together a short guide to give you a better idea what branding is all about, and how you can get the most out of your efforts, regardless of the size of your budget!
Do Some Soul-Searching | Photography Branding Strategies
Before you start working on your brand, you’ll first need to come up with a game plan, otherwise your entire brand might end up with a brand that doesn’t appeal to your potential clients, looks rather aimless, vague, and lacks any focus. First, define your ideal client and your area of specialization. Yes, we’re talking about a photography brand here, but you need to be more specific than that! Are more interested in wedding photography, or newborn, for example? What about high-school senior photography? Or even stock?
Once you define your area of specialization, you can move on to defining your ideal client. Your knee jerk reaction is probably to target as many different demographics as possible, especially if you’re just starting out. However, if you don’t clearly define your target audience, you won’t be able to build a brand that will appeal to them – remember, a brand that will appeal to a bride to be won’t do you any good if your target audience are high-school students. If you do target two wildly different groups, you might want to consider keeping the brands separate.
Don’t Change Stuff Too Often | Photography Branding Strategies
When it comes to your brand, the name of your business and your logo will be the most visible aspects, so you’ll want to take your time to come up with both a name and a logo you’ll be able to live with for as long as you’re in business. We’ve all seen countless brands trying to rebrand, either by changing the name or redesigning their logo, only to face a backlash from their existing clients. Even if your clients don’t lash back at you for changing your logo, the switch might end up confusing potential clients into thinking there are two different businesses with the same name and different logos.
Branding is all about consistency, so try not to mindlessly follow design trends just for the sake of coming up with a trendy logo. Instead, try to come up with a design that’s relevant to your brand and will be able to stay relevant for as long as you’re in business. Overly trendy logos, however, tend to go out of style rather quickly and feel dated sooner than you think, so think twice before following a trend just for the sake of being trendy.
Define Your Visual Identity | Photography Branding Strategies
While having a unique, attention-grabbing logo is vitally important, there are other elements you’ll also need to keep in mind if you want to make sure your brand is easy to remember. Just like with everything else, the secret is in consistency, so it’s best to clearly define your brand’s guidelines! For example, is there a particular color scheme that’s characteristic for your brand and your branded materials? Not only can a color scheme represent a brand, but it can convey its nature, and help spark an emotional response, and by using the same color scheme consistently throughout your materials, you’ll turn your brand into a cohesive, memorable visual experience.
Speak Up! | Photography Branding Strategies
Once you figure out what it is that makes you unique in your area or your particular niche, and you sort out the visual identity of your brand, there’s another thing you’ll want to pay attention to – your voice. While your message is vitally important, as it tells potential clients why they should even bother checking out your work, the way you deliver your message is just as important. In fact, it can be critical difference between success and failure.
We’re talking about the language and the tone you use when engaging your potential and existing clients, both online and off. Just like the visual aspects, you’ll need to keep you voice consistent as well. Remember, every time you use inconsistent voice, whether it’s a Facebook post ridden with typos or using a laid back tone of voice on social media and going full formal on your website, you’re risking appearing inauthentic and alienating potential clients.