Successful Photography Brands | Brand It Or Lose It! The Photographer’s Guide To Branding Success
Successful Photography Brands | Branding is a critical element of every marketing strategy, regardless of the size of your business. It will help you stand out from the crowd, whether you’re a small wedding photography business or a giant tech venture. Through branding, you’ll create a unique identity that will set you apart, and this uniqueness will draw potential clients to your brand, products, and services. In other words, when done right, your brand will boost client loyalty and turn clients into brand ambassadors.
Yet, you’d be amazed just how many photographers out there mistakenly believe that they’re done branding their businesses the moment they purchased a logo template. Yes, your logo will be one of the most visible elements, but it’s just the tip of the proverbial iceberg. If you’re serious about your business, you’ll need to pay attention to every aspect of your brand, not just the logo. And to help you get it right, we put together a short guide to turning your brand into a household name! Let’s dive right in!
Know Yourself! | Successful Photography Brands
Before you even think about branding, you’ll want to take some time to figure out what it is that you’re getting yourself into. You may be passionate about photography, but your area of specialization will affect pretty much every aspect of your business. Yes, it will affect the equipment you invest in, your target audience, marketing strategy, and, of course, the way you brand your business. A brand that will appeal to high-school seniors won’t do you any good if your target audience are brides-to-be.
In other words, know yourself and your business, if you’re hoping to get the most out of your brand. However, discovering your brand is like a journey to self-discovery. Choose 5-6 words that describe the style of your photography – is it fun, edgy or classic, couture, polished, romantic, modern or vintage, stylish or hyper-realistic? This will be the essence of your brand, so take as much time as you need to make sure you get it right. You are a part of an incredibly creative industry, and your brand is an ideal tool to show it.
Start With The Basics | Successful Photography Brands
Now that you know whose attention you’re trying to grab and what type of identity you’re trying to build, you can start putting together elements that will help you do just that! Start with the name of your business and the logo. There are two ways you can go with the name of your business. You can either use your own name and add the word “photography” to it, or you can come up with a unique name. Either way can work, but in order to avoid confusion, you’ll want to make sure there’s no one with the same, or even similar name already out there.
Once you decide on the name of your business, you can move onto your logo. However, not any random logo will work for you. Remember, your logo will be the face of your brand, representing both your unique style and the services you’re providing. It’s the single most important brand element appearing throughout all of your marketing and stationery materials, both online and offline, and even as a watermark on your images, which is why a lot of thought and consideration has to go into its design.
Create A Visual Identity | Successful Photography Brands
Creating a brand takes deliberate, dedicated, well thought-out strategy to tie in together all the materials you use to promote your photography business. From your logo and business cards, to your website and the flyers you’re using to get the word about your business out there, all your materials should look, feel, and sound like they came from the same source. This can be done by clearly defining your brand’s styling guidelines. We’re talking about a short document listing all your brand’s colors, fonts, and styles of graphics.
By using the same elements throughout your materials, you’ll tie them together and turn your brand into a memorable visual experience. It’s been often said that in order to remember a logo, people have to see it five to seven times, and every time you use inconsistent branding, whether it’s a Facebook post ridden with typos or using an older version of your logo, you’re not only missing a chance to engage your ideal clients, but you’re risking confusing and alienating them!
Come Up With A Voice For Your Business | Successful Photography Brands
Remember, your potential clients don’t really care all that much about you. What they want to know is what it is that you can do for them! By now, you should have this clearly defined – you know what your business is all about and what makes you different in a saturated market. That’s your unique selling point. Your message is crucial, don’t get us wrong. However, the voice you use to deliver the message is just as important. We’re talking about the language and the tone you use to engage your potential clients. Is your brand professional and formal, or laid back and friendly?
The voice you use needs to be appropriate for the nature of your brand and appealing to your potential clients. However, you’ll also need to keep it consistent throughout all the platforms you use to promote your services, from your website to your Twitter account. Even though social media is considered less formal than a website, if you use a laid back tone of voice on Twitter, and a formal tone of voice on your website to sound more professional, you’ll only confuse your visitors and they might end up doubting your authenticity – which is the last thing you want!