Expert Photography Branding Tips | Just How Important Is Branding For Photographers? (Spoiler Alert: Very!)
Expert Photography Branding Tips | One of the biggest mistakes small business owners make, regardless of the industry they’re in, is getting caught up with the word “brand” and believing it’s this colossal term reserved for corporate powerhouses. After all, the first thing that pops into mind when they hear the word “branding” is an established corporation such as Apple, Nike, or Coca-Cola. How can a small business owner like you compete? And why should you even try? It’s simple – because branding can make or break your photography business, whether you’re just starting out and building a brand for the first time or you’ve been in the industry for quite some time now and looking to rebrand.
There were almost 235,000 photographers in the United States in 2014. That’s a lot of people offering similar services and trying to stand out from the crowd. How can you make sure your business is the first thing that pops into your potential client’s mind the moment they need the services you’re providing? By building a unique and memorable brand. In a time when everyone with some extra cash on their hands can purchase a camera and set up a Facebook page for their photography, you need something more to boost your business.
Start With The Name Of Your Business | Expert Photography Branding Tips
One of the legal requirements you need to meet when registering a business is sorting out the name. There are two routes you can take here – you can either use your own name, or you can come up with a unique name for your photography business. Either way you choose to go, you’ll need to make sure you stick with the name you choose. The goal of building a brand is to help your potential clients remember you and your business, which will be practically impossible if you keep changing the name of your business. It will alienate the existing clients that already remembered your name, and only confuse potential clients.
The next thing you’ll need to sort out is a logo. We’ve been working with photographers just like you for over ten years now, and it never ceases to amaze us how many photographers underestimate the importance of a well-designed logo! It’s the most important branding element that will tie together all of your branded materials, represent your business, and you can even use it a watermark on the pictures you share online to add that extra punch to them.
Work On Your Message | Expert Photography Branding Tips
What is it that makes what you do unique? Why should someone choose you over every other photographer in your area or your particular niche? What can you offer than no one else can? Is it the lowest price? More prints for the same price? The quickest turnaround? Start by defining your work, your approach, your product. Ask who your business would be if it were a person? Choose 5-6 words that best describe your studio or business. Are you altruistic, stylish, funny, boutique, modern, couture, polished, classic, bohemian?
Create A Voice For Your Business | Expert Photography Branding Tips
What you say is important, but don’t forget the way you say it. The voice you use to communicate your message is just as important as the message itself. It’s the language and the tone you use when you’re greeting your clients in person or over the phone, when you’re composing a new tweet or sharing a status update on Facebook, it’s in your email signature and on your blog. Create a voice that matches the nature of your brand and you think will appeal to your ideal clients, and use it consistently, from social media to your website.
Turn Your Brand Into A Visual Experience | Expert Photography Branding Tips
We already mentioned you’ll want to design a logo on your own for your photography business, or have a professional designer create one for you. Once you create a logo, make sure you use it consistently. You’d be amazed how many photographers have a logo designed and then never use it. Feature your logo on each piece of paper that leaves your office, on social media and watermark your images with it to boost brand awareness.
You can always draw the colors from the logo and use them throughout your marketing materials, both online and off. Define your branding color scheme and use it throughout. This will all give your brand exposure and make it that much memorable. You can go beyond the colors – use the same fonts throughout and similar graphics to tie together all your materials and turn them into a cohesive, memorable visual experience your potential clients will not be able to resist. You can put all of this together in a branding guide, so even when you hire someone to design new stationery for you or set up a new website, they’ll have a much better idea what will and what will not work for your brand.
Make It Creative | Expert Photography Branding Tips
You’re a part of a creative industry and your brand needs to be able to show it. Just because a branding tactic seems to be working for someone in your industry, it doesn’t mean it will work for you. Branding is all about differentiating your business in a crowd – and the last thing you want is to have your brand mistaken for that of a competitor, which is why you need to take a look what’s already out there and find an opening for something new.