Easy Photography Branding Tips | Master The Art Of Branding And Grow Your Photography Business
Easy Photography Branding Tips | Everyone from individuals and small business owners to celebrities and CEOs of international corporations seems to be concerned with one thing – their brands. Even my niece informed me (Quite patronizingly, at that!) that she doesn’t instagram Starbucks cups, because it’s “off-brand” for her. Did we really become so obsessed with brands? Turns out, we did! And if you’re serious about your photography business, you’ll want to pay attention to the way you brand it. It can literally be the difference between success and failure.
Do you know what brand is? If you think branding means having a logo designed and calling it a day, you’re up for a rude awakening. It’s your promise (Both direct and indirect!) to your potential client. It’s the experience they have working with you. It’s the product they receive. It’s your ads. Heck, it could be a Starbucks cup on your Instagram page if that’s your thing. In reality, your brand is the identity of your photography business. It’s the way it looks, what you say you’ll do, how you do it, how you act, and how you speak. The good news is that it sounds more complicated than it really is!
Define The Nature Of Your Brand | Easy Photography Branding Tips
Before you do anything, you need to take some time to determine what kind of a brand you’re trying to build here. 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.
Another thing you need to remember is that your brand is about your clients just as much as it is about you. After all, it doesn’t matter how great you think your brand is if it doesn’t appeal to your target audience. This is why it’s important you clearly define your ideal client in terms of age, gender, location, and even marital and financial status. All these characteristics, and many others will affect pretty much every element of your brand. After all, a logo that appeals to a high-school senior won’t do you any good if your target audience are brides-to-be.
Will You Be Able To Live With That Logo For The Rest Of Your Life? | Easy Photography Branding Tips
The two most visible elements of any business are its name and logo. You will feature them on pretty much every piece of paper that leaves your office, on your products, and throughout your marketing materials. They are also the most important point of recognition, and you’ll invest plenty of time and money into building awareness. The goal is to have your clients remember your logo and the name of your business. This is why it’s important you get them right from the get-go.
Completely changing the name or the logo of your photography business might end up doing more harm than good. Not only will it confuse your potential clients, but it might alienate your existing clients. There have been so many failed attempts at brand revamps recently, most of which ended with the company reverting back to the old logo. Of course, this doesn’t mean you can’t tweak your logo here and there to make it current, but the essence should remain unchanged.
Is That Really What You’re Wearing? | Easy Photography Branding Tips
If the logo is the face of your business, then your business stationery and marketing collateral are the clothes your brand wears. You can easily recognize Pepsi’s packaging, for example, even if the logo is removed. It’s because they’re consistently using their color scheme. This is why each time we create a short document will all the colors and fonts we used each time we design a logo for a client. This way, our clients can use the same color scheme throughout their materials and ensure consistency, turning their brands into memorable visual experiences.
Come Up With A Voice For Your Business | Easy Photography Branding Tips
One of the first things you need to figure out when starting a business is what makes you different. Then, you need to find a simple, direct way to convey it to your potential clients. Now, while your message is important, don’t forget the way you deliver it. At the end of the day, if the voice you use doesn’t match the nature of your brand, all your efforts will fall flat. We’re talking about the language and the tone you use when engaging with existing and potential clients, whether it’s on your website, via email, over the phone, or even in person.
Just like with the visual identity, though, you need to make sure you keep the voice consistent throughout different media and platforms. If, for example, you use a laid back tone of voice on social media, thinking it attracts only younger crowds, and a totally formal tone of voice on your website to sound more reliable, you’ll only confuse your potential clients and you risk sounding inauthentic. Needless to say, this is the last thing you want associated with your brand, so come up with a unique voice and stick with it!