Photography Brand Strategy | Creating A ‘Wow!’ Wedding Photography Brand Strategy To Send Bookings Through The Roof
Photography Brand Strategy | In our previous post, we talked about designing a logo that packs a punch. What many wedding photographers fail to understand is that designing a logo, or having it designed professionally, is only the first step towards creating an outstanding brand that attracts the right people. And in today’s saturated market, building a memorable, appealing, and relatable brand will be the critical difference between success and failure. Not all is so grim, though. Branding a wedding photography business doesn’t have to be complicated or expensive!
The word “brand” sends shivers down the spines of most small business owners, not just photographers. The first thing that comes to mind are international corporations with practically unlimited branding budgets like McDonald’s, Apple, or Nike. However, a limited budget doesn’t have to mean you can’t turn your brand into a household name – in fact, with some guidance, the right tools, and a pinch of creativity, you too can build a brand that gets you booked solid!
If Your Brand Were A Person, Would You Like To Hang Out With It? | Photography Brand Strategy
No matter how talented you are at taking absolutely beautiful photos, you need to accept the fact that talent alone will get you only so far. Photography is one of the hottest hobbies and professions right now, so it shouldn’t come as a surprise that it’s also one of the most difficult industries to join. Chances are that there are many photographers with comparable skills out there and access to the same equipment, so you need to find a way to differentiate yourself in other ways. Luckily, this is exactly what branding can help you do! To build a wedding photography brand that packs a punch and gets you noticed, think of it as a person.
If you had to describe your wedding photography business and your unique style using only 5 words, what would those 5 words be? Is it fun, edgy or classic, couture, polished, romantic, modern or vintage, stylish or hyper-realistic? Determining the nature of your business is definitely not something that can be done during the commercial break while watching your favorite TV show – in fact, this will be the cornerstone of your brand, so take as much time as you need to make sure you get it right.
Your Logo Is The Face Of Your Business | Photography Brand Strategy
Even though you’re a part of a highly visual industry, and the photos you take will speak for themselves, there’s still one thing majority of your potential clients will see before they check out your work: your logo! You will feature it everywhere – from your business card and other stationery items, to your packaging and photos. By consistently using your logo on every piece of paper that leaves your office, you will boost your brand’s exposure and your potential and existing clients will be a lot more likely to remember it. Needless to say, featuring your logo will tie together all of your materials – which brings us to our next point: consistency.
Style Guidelines Are A Must | Photography Brand Strategy
Ordering stationery and creating marketing materials will help you deliver your message in a professional and effective way. However, in order to get more out of them, you will need to pay special attention to even the smallest details. Not only will professionally designed stationery and marketing materials help deliver your message, but they can also reinforce your brand and boost awareness. In order to do that, all of your items need to look, feel, and sound like they came from the same source! This is where branding guidelines come in really handy!
If you’re still handling design yourself, you already have a pretty good idea how to design practically any item and make sure it fits the rest of your materials. However, when you decide to outsource the design and hire a professional that’s not too familiar with your brand, you will have a lot easier job of communicating your needs and requirements if you provide them with a style guide with clearly defined colors and the exact shades of each color, as well as your brand fonts, type of graphics, and logo variants they can use. This, in turn, means that the items they design for you will seamlessly fit your existing materials and turn your brand into a memorable visual experience.
Your Voice Is A Vital Part Of Your Message | Photography Brand Strategy
While thinking about starting a photography business, another thing that needs to be clearly defined is your marketing message. What is it that makes what you do unique? Why should your potential clients care, or do business with you instead of another photographer? However, what many photographers overlook is the voice they use to deliver that message. We’re talking about the language and the tone you’ll use to engage your existing and potential clients, whether in person, over the phone, on social media, or even in your blog posts.
Using the same tone of voice throughout your materials, both online and off is vitally important when it comes to branding your photography business. Yet, you’d be amazed how many wedding photographers decide to use overly formal tone of voice on their website, believing it will help them appear more professional, yet they sound completely laid back on social media, believing the audience their is a much younger crowd. This can do more damage than you think, as it will confuse potential clients and make you sound inauthentic, which is definitely not something a bride to be is looking for in her wedding photographer.