Branding Myths | Building An Iconic Photography Brand Doesn’t Have To Be Overwhelming!
Branding Myths | Branding has become one of the vaguest, yet frequently used expressions in today’s world of pop culture, not only the business world. Whether a meeting at a Fortune 100 company, or a late-night game show, you’re bound to hear someone mention branding. It can cover pretty much anything and everything, and the definition varies from one source to another. The strategies behind building those brands are even more diverse. So, what can you do as a small business owner to not only get a better idea of what branding is actually about, but also build a brand the right way? Read on to find out!
Photography industry is becoming an increasingly saturated one with new photographers joining the industry on a daily basis. With this comes the challenge of standing out. Let’s get real for a second here: with so many photographers out there, there are bound to be a few that are just as skilled as you are. So, if you have two equally skilled photographers, they should be just as successful, right? If this were true, we wouldn’t see so many ridiculously talented and creative photographers start a business, struggle for a few months to make ends meet, and close their business, while others sail right by. Their secret? Yup, you guessed it – branding!
What Is Branding Anyway? | Branding Myths
Branding isn’t having a logo designed. And no, branding isn’t a color. Branding, put simply, is creating a feeling or an image existing and potential clients think of when he or she hears the name of your business. This includes the facts, like the services you’re providing, the color of your logo, or your location, but also other, less tangible things, like emotions or feelings they associate with your business, like “romantic,” or “edgy!” It’s the personality and visual appearance of your business, as well as the opinion clients have of it.
Think Of Your Business As A Person | Branding Myths
When meeting someone for the very first time, what do you do first? You say your name, of course. Your business isn’t any different – so make sure you come up with a catchy, easy to remember name for your business. You can also use your own name if you’ve been doing photography for some time now and you’ve already built some recognition. Whichever way you go, it needs to be something you can live with for as long as you’re in business, because changing the name down the road is more than likely to confuse your potential clients and alienate existing ones.
What’s the first thing you remember after hearing a person’s name? Chances are it’s their face, unless they’re wearing a pair of fab shoes, in which case I totally understand if you don’t even bother looking up! While your business doesn’t necessarily have a face (Or shoes, for that matter!), it should have a logo that will act as the face. Needless to say, we have a few tips on doing it the right way!
Beat That Face, Darling! | Branding Myths
Now, before you start hate-tweeting us, let me clarify! “Beat face” is a term used to describe perfectly done makeup, so calm down, Beyonce, and put down that baseball bat! I’m trying to say you should make sure your logo is just perfect, so don’t use cookie-cutter solutions, such as cheap templates. Not only are these designed by beginners and amateurs, which means they have all the telltale signs of amateur designs, but they’re also overused. Your logo is the face of your business, so make sure it’s 100% unique.
Build Your Visual Identity From There | Branding Myths
Once you finish working on your logo, look for elements you can use for the rest of your visual identity. Used a great color scheme for your logo? Use it throughout your branded materials, both online and off. The same goes for the fonts you use for the name of your business – you can use them in other items as well. When everything fails, use the graphic from your logo, or a particular element to tie together all of your materials into a cohesive and memorable visual experience.
Maintain Consistency | Branding Myths
Making sure all of your materials match your brand and communicate the essence of it is absolutely vital for the success of your business. 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, 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 | Branding Myths
What you say is important, but don’t underestimate the way you say it. Maintaining the consistency when it comes to the voice you use is just as important as visual consistency. We’re talking about the language and the tone you use to engage your potential and existing clients – whether it’s on social media, your website, over the phone, or even in person. Yet, you’d be amazed just how many photographers use a laid back tone of voice on social media, and a formal tone of voice on their website to make it sound more official. This, however, will only confuse your potential clients and make you sound inauthentic.
Have Fun With It | Branding Myths
There’s one thing left to mention: your business will change, grow, and evolve, and your brand should evolve with it! Make sure it’s an accurate, attention-grabbing representation of everything you and your business stand for. And for the love of God, have fun with it!