Photography Brand Secrets | 6 Pointers For Building A Successful Photography Brand
Photography Brand Secrets | Standing out in a cluttered market is a real challenge many new business owners have to face, and photographers are no exceptions. Thanks to the photography equipment being more affordable than ever, pretty much anyone with some extra cash on their hands can register a photography business and start promoting their services. However, turning a hobby into a full blown career is a completely different story. If you think that raw talent and some professional gear will turn your dream into reality, you’re setting yourself up for some heartache without even knowing it.
If you’re serious about your photography business, you can’t afford not to look into the way you’re branding it. But what is branding, anyway? Branding is a way of defining your business to yourself, your potential and existing clients, and your business partners – and it goes beyond your logo. It’s your public image – the way your business looks and acts, and what it does, all wrapped in one! If you’re just starting out, or your business is taking off and you decided to tackle branding for the first time, you might be wondering where to start. Read on to find out!
Know Yourself | Photography Brand Secrets
Before you start building a brand, you need to have a better idea what it is that you’re trying to tell your potential clients about your business and the services you’re providing. Take some time to write down all the characteristics that describe what you are and how you would like to be perceived. Are you trying to build a brand that’s laid back or formal? Classic or edgy? Will you be targeting end-users or other business owners? These, and many other things will affect not only the way you brand your business, but pretty much every other aspect of it as well, so make sure you get it right from the get-go.
Be Original | Photography Brand Secrets
One of the most common mistakes new photographers make is looking what’s already out there and imitating the branding strategies of successful photographers. The main purpose of branding your business is to make sure you stand out from the crowd of other photographers, so make sure you don’t copy, imitate, or even parody another business and what they’re doing. Instead, take a look at what’s already out there and find an opening for something new. Trying to copy what others are doing will not only make you sound inauthentic, but will also stop you from fulfilling your true potential.
Your Logo Is Still Important | Photography Brand Secrets
It doesn’t mean your logo isn’t important, just because it is not your entire brand – it’s still the backbone of your brand that connects and ties together all the other aspects of your business. It’s the public face of your business, and a representation of everything you stand for, so make sure you get it right from the get-go. You’ll feature your logo on every marketing and stationery item, both online and off, so it needs to be up to par with your services and products. And remember, changing your logo later on can do more damage than good, so make sure you get it right before doing anything else.
But Don’t Forget About Other Elements Of Your Brand | Photography Brand Secrets
Once you sort out your logo, you can move onto other brand elements. Just like with the logo, you’ll want to sort these out before you jump in and start ordering different materials. For example, whenever we design a logo for a client, we put together a short document with all the colors and fonts we used for the logo. This way, our clients have a good starting point for defining their branding guidelines with a color scheme already in place, and even the most essential fonts they can use to tie together all of their materials. You should also stick to the same style of graphics to boost the sense of familiarity, and of course, feature your logo on every piece of paper that leaves your office!
Come Up With A Voice For Your Business | Photography Brand Secrets
Communicating your unique selling points is not just about the adjectives you choose to support what your brand stands for. It also involves the way and manner in which you are communicating your brand’s message to the general public and, more importantly, to your target audience. In other words, the voice of your brand includes not only the language, but also the tone you use to engage potential and existing clients, whether it’s on your website, on social media, or when greeting a client in person.
Just like with every other element of your brand, when it comes to your voice, consistency is absolutely vital. Yet, you’d be amazed just how many photographers out there use a laid back tone of voice on social media, and a completely formal tone on their website, thinking it will make it sound more reliable. This, however, will only alienate your potential clients and make them doubt your authenticity.
Embrace The Change | Photography Brand Secrets
Yes, completely overhauling your logo or changing the name of your business can be devastating for your brand – but that doesn’t mean you shouldn’t make smaller adjustments along the way to make sure everything is up to date and relevant. Your business will be evolving and growing, especially if you’re just starting out, so make sure your brand accurately represents those changes.