Photography Branding Tactics | 5 Essential Pillars Of An Effective Photography Brands
Photography Branding Tactics | Branding is all about standing out and being different than anyone else in your niche or your particular area. As unique as all the established brands are, however, there are certain things they all have in common. And if you’re hoping to stand out in a crowd of other photographers competing for the same clients and get the most out of your marketing efforts, you’ll want to make sure you sort out these things before you kick off your next marketing campaign.
Unlike what many small business owners think, having a logo designed is not building a brand. Sure, it’s the vital first step to building a unique visual identity, but it’s still just one of the elements of your brand. If you’re just starting a photography business, or you’ve been in the industry for quite some time and are trying to grow brand awareness to differentiate yourself in a saturated market, we’re sure you’ll find a few things in our today’s post that will help you build a solid, cohesive brand that will get you booked solid! Let’s dive right in!
Start With The Basics | Photography Branding Tactics
Each touchpoint must be able to communicate, reinforce, and reiterate your core brand identity, and this goes for the name of your photography business and its logo as well. Photographers have pretty much two options: you can either use your own name (and add a word such as “photography,” or “studio”), or come up with a unique brand name. There are certain things that will make a name a more suitable option, such as how easy it is to spell and pronounce, and how memorable it is. Keep in mind that changing the name can be really detrimental, so make sure you choose a name you can live with for as long as you’re in business!
Once you pick a name for your photography business, you’ll need a logo. This will be the face of your business, so you’ll want to come up with something that will not only stand out from the crowd, but will also represent the nature of your brand, and appeal to your target audience. Just like you’ll want to choose a name and stick to it, you’ll need to create a logo that will stay relevant for 5, 10, 20, even 50 years. Sure, you’ll tweak it every now and then, but the essence of your logo should remain unchanged.
Your Logo Isn’t Your Visual Identity, But It’s A Great Start | Photography Branding Tactics
The next important pillar of a solid brand is the visual identity – but it’s not just your logo. The logo is the face of your photography business, but stationery items and marketing materials, both online and off, are just as important, as they can reinforce your brand and boost awareness. In order to get the most out of your materials, you’ll want to clearly define your brand’s style guidelines and follow them at all times. This short document will help you keep everything consistent and turn your brand into a cohesive, memorable visual identity.
First of all, you will need to create slightly different variations of your logo to make sure it’s adaptable to every material and medium, so you’ll want a color version, a black and a white version, and a few different layouts. For example, if the graphic is above the name of your business, you’ll want to prepare a horizontal version where the logo is left of the name, so you have your logo ready even when the material doesn’t allow the vertical layout. You also need to define your brand’s colors (often already used in the logo), fonts, graphics, and even brand-oriented words.
Work On Your Message | Photography Branding Tactics
At the end of the day, you might have the world’s most interesting story, but your potential clients usually care about what you can do for them, why they should care, and what makes you different in the crowd of photographers. You need to be able to answer questions like these in order to figure out what makes you unique and how you can use it to stand out in your niche. From the area of specialization and the services you’re providing, to the way you write blog posts and marketing copy, everything needs to reinforce your message. Are you a high-end fashion photographer, or a budget-friendly family photographer? Are you friendly and laid back, or driven and business-oriented?
Let Your Personality Shine Through Everything You Do | Photography Branding Tactics
Photography equipment has never been more affordable, or as user-friendly as it is right now, and pretty much every photographer in your area has access to the same locations, which means there’s only a few things that can differentiate you in a saturated market – your personality being one of the most important ones. Photographers hold a great deal of trust, so make sure you’re not saying you’re something you’re not – your potential clients will figure it out and you’ll come off inauthentic. When writing blog posts and marketing materials, speak as if you were talking to a friend. Talk about yourself and let your personality shine – your potential clients will recognize that and award it!
Don’t Lose Focus On What Matters The Most | Photography Branding Tactics
Even the world’s most charming photographer will never get a referral from a client unless the services meet and exceed the client’s expectations. Yet, you’d be amazed just how many photographers stop focusing on their offerings the moment they become successful. Never lose sight of your services and products and keep improving them to stay relevant and competitive.