Photography Brand Guidelines | 7 Steps To A Brand That Brings Your Photography Business Into Focus
Photography Brand Guidelines | After you have built your skills, finished writing your business plan, and identified your target audience, there’s one more thing that needs to be done if you want to turn your photography business into success: Branding it! Branding plays a vital role in the life of a successful business, giving you a strong voice and a recognizable identity you can build on every day.
Photography is an incredibly saturated industry, and there are many photographers out there with comparable levels of work. Without a doubt, getting an edge in the photography market can be a lot harder than most beginners think. But there is hope. This is when branding comes into play to help give you the advantage over your competitors. While many photographers want to focus all of their time on their work, it is essential that you remember that you and your photography business are a brand. Marketing, social media, and day-to-day business tasks may feel like the not-so-fun side of running a business, but it is crucial for your sustained success.
What Is Photography Branding? | Photography Brand Guidelines
Branding is more than a logo. Every way you engage your existing and potential clients, from your logo to your marketing materials, as well as your unique style of photography and even the way you answer your phone is your brand. Branding is the personality of your photography business and how it is perceived by your clients. Having a consistent brand on everything you do with your business will help your clients remember you and develop a connection with your brand.
What Is Your Niche? | Photography Brand Guidelines
Your brand is not what you say it is. It is what they say it is. “They” are your target audience. Do you specialize in newborn, wedding, food, fashion, commercial, or landscape photography? Make a list of the attributes of your ideal client and use this list to clearly define your target audience. Try to be as specific as possible including traits such as age, profession, income, gender, business or consumer, etc. Once you have established your target audience, you need to think like them. This is how you can reach them. Where do they shop? Do they use social media?
What Is Your Style? | Photography Brand Guidelines
Having a style within your niche will help build your brand and enable you to stand out from all the rest. Start by defining your work, your style, and your services. In order to build strong, memorable brand, you need to figure out the nature of your business. Choose 5-6 words that best describe your studio or business. Are you altruistic, boutique, classic, modern, couture, stylish, funny, polished, bohemian?
Your Logo Isn’t Everything, But It Does Matter. | Photography Brand Guidelines
A well-designed logo is only part of your brand, but it can make an impact on potential clients, and it can be used in conjunction with just about any marketing material. When visiting your website, it can be one of the first creative pieces your potential client sees. As the symbol of your brand, your logo will also touch all other elements of your business including your website, your Facebook page, your newsletter, your blog, and even your final invoice, so make sure it leaves the best impression possible.
Develop Your Look | Photography Brand Guidelines
Every major brand has a signature look. Whether it’s a color scheme, logo, or image, clients instantly associated this icon with the brand, what it stands for, and what services it offers. The thought process behind developing the brand for your photography business should not be any different. Once you choose a design path make sure there is a thread or a few that keeps your brand cohesive and consistent across all mediums. Make sure the color, patterns, and fonts are all the same to ensure that consistency.
Dedicate Time To Social Media | Photography Brand Guidelines
It is hard to ignore the effect of social media on brand exposure: it can be a tremendous asset to marketing your brand and getting your brand in front of a large market. The interesting thing about social media is that many of your followers are not future clients or even in the industry, they’re just fans. This means the work you should feature should be interesting, not necessarily always a picture that is technically your best shot.
Network | Photography Brand Guidelines
Once you have determined your unique selling proposition, your target audience, and your overall branding appearance, it’s time to network! Again, social media is a great networking tool, but nothing beats face-to-face interactions with photographers and small business owners who can offer suggestions and advice on marketing your business. Just make you sure you have a stack of business cards in your wallet at all times to hand out to potential clients and business partners.