Business Branding Tips | The Photographer’s Guide To Being A Human Era Brand In Today’s Digital World
Business Branding Tips | There’s no denying that we live in a fast paced world, with an endless stream of information readily available at our fingertips (not to mention all the funny cat videos!). However, it all comes at a price! In a world where all that information is fighting for our attention, and when no one is listening if you can’t say it in 140 characters or less, business owners are having to come up with new and engaging ways to grab the attention of their target audience. Needless to say, photographers are no exception.
In the last few years, photography equipment has become more affordable than ever, and nowadays, anyone with some extra cash lying around can get a decent camera, watch a tutorial on how to operate it, set up a photography Facebook page, start tweeting, and call themselves photographers. However, there’s something you as a professional photographer can do to set yourself apart from the flock of amateurs and stand out even in the most crowded market: You can build a brand. To help you stand out from the sea of identities and turn your passion for photography into a profitable business, we gathered some of easiest, yet most effective branding tips, so read on!
Your Brand Is Much More Than Your Logo | Business Branding Tips
In order to build a successful, memorable brand, you have to keep in mind that the process involves much more than having an artsy neighbor design a logo you’ll slap on every picture you take and paste on a free business card template you found online. Your brand covers the style of your photography, how and where you engage with your clients, both online and offline, from your website and your tweets, to the paper stock, fonts, and colors used for your marketing materials and even how you answer your phone.
Think Of Your Photography Business As A Brand | Business Branding Tips
In order to stand out and grab the attention of your potential clients, you need to stop hiding behind your camera and show your personality your prospects can relate to. Even though you’re a business owner, people do business with people, not faceless corporations. 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.
Create A Unique Visual Identity | Business Branding Tips
Not only is your personality important, but so is your overall visual identity. Just like we base our first impressions on the way people act and dress, your potential clients will pay attention to the way you dress up your brand. Of course, we’re talking about marketing and other branded materials here. All of your materials can and should convey the essence of your brand, from your website and the colors, fonts and images you use to set it up, to your logo and the tone of voice you use on social media.
This is best achieved with branding guidelines. By defining your brand elements, you’ll ensure there are consistent elements throughout your materials, boost recognizability and improving exposure of your brand. You want your potential clients to recognize your brand whether they stumble upon your Twitter profile, your website, or find your business card in their old wallet, and the only way to do it is through creativity and consistency. 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.
Don’t Cut Corners | Business Branding Tips
The logo you choose for your photography business 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.
In today’s digital world, your logo has to be able to transcend paper and look just as good on a roadside billboard as it does on your business card. Think about social media – will your followers be able to recognize your logo when used as an avatar? At the end of the day, your logo is the face of your business and your entire brand, which means it has to work well across all materials and applications, as well as in various sizes without affecting the message or the overall design quality.
Don’t Change Too Often | Business Branding Tips
Once you define your brand and start reinforcing it through every aspect of your business, your clients will begin to remember it and relate to it, which is why you don’t want to change it too often. It will only alienate existing clients and confuse potential ones. Of course, this doesn’t mean you should never make any changes along the way. However, successful brand updates are usually subtle tweaks, rather than complete overhauls, maintaining the main elements and updating minor details.